How we teamed up with ReachOut to help 4,558 young Australians
ReachOut Australia is a not-for-profit organisation dedicated to improving the mental health and wellbeing of young people.
They partnered with us to increase awareness and drive usage of PeerChat, a free service that connects young people with trained counsellors for one-on-one mental health support and advice.
Our Strategy
Our Performance Marketing strategy set out to lower the cost of traffic and lower the cost of conversions. This required swift action be taken to:
- Dynamically adjust platform budget allocations
- Restructure paid media campaigns
- Utilise attention-optimised creative to improve CTR
- Implement a full-funnel approach
- Analyse target user behaviour
Using Meta and Google Search as the primary acquisition channels, we tailored campaigns to reach a broad Australian youth audience, driving meaningful engagement and encouraging help-seeking behaviour.
These acquisition channels were supported by engagement from discovery channels including TikTok, Snapchat and ReachOut’s Google Grant Account.
Throughout 2025, ReachOut transitioned their PeerChat service to an on-demand model, allowing young people to connect with counsellors instantly rather than booking sessions in advance. This shift required us to adapt our performance strategy to ensure advertising spend was focused on times when the service was actively available.
To achieve this, we introduced day-parting, running ads only during service hours, and refined our targeting and optimisation approach to prioritise audiences most likely to convert into live sessions. We also tested refreshed creative that highlighted the new on-demand nature of the service, ensuring messaging clearly communicated the ability to connect with a counsellor straight away. Our collaborative approach towards approvals and reporting with the ReachOut team ensured we remained agile to maximise results and service utilisation.
Through a strong partnership and data-led strategy, we helped ReachOut connect thousands of young people to mental health support when they needed it most, demonstrating the power of collaboration and strategic performance marketing in driving meaningful social impact.
Results
- Streamlined reporting structures and processes made data-driven decision making considerably easier when comparing ads, audiences and platforms.
- Testing allowed us to unlock our most cost-efficient channel mix, with clear performance data proving these platforms and approaches delivered the strongest results at the lowest cost.
- Entrenched collaboration with ReachOut’s wider team, including Product, Data, Marketing and other providers allowed us to clearly identify their specific requirements and strategic blind spots.
