The Challenge
CALM had strategic audience insights and segmentation, but it remained largely conceptual and difficult to activate. Their communications and performance marketing teams couldn't target audience clusters with confidence, relying on basic Meta ads manager and retargeting while knowing significant audience potential was going untapped.
The OUTCOME
After implementing Soprism, CALM can now seamlessly activate their audience segments with clear, easy-to-use targeting that integrates directly into Meta ads manager. This has resulted in a 746% increase in conversions and 203% increase in users to site, with Soprism now embedded in 100% of their Meta campaigns—helping them reach more people who need life-saving support.
The strategic gap
CALM (Campaign Against Living Miserably) had a clear mission: reach people struggling with suicidal thoughts and provide life-saving support. With one in five people experiencing suicidal thoughts in their lifetime and 18 lives lost to suicide daily in the UK, getting their message to the right people wasn't just marketing—it was critical.
The problem? Their audience intelligence was stuck in strategy mode.
"Before working with Soprism, we were doing our best to leverage our audience segmentation within the organisation but it remained largely conceptual, and difficult for comms and performance marketing to target audience clusters with any true confidence," explains Elizabeth Charlesworth, Head of PR & Communications at CALM.
They were managing with basic Meta ads manager and retargeting, but everyone knew there was untapped potential sitting in their strategic insights. The gap between knowing their audience and actually reaching them was costing them opportunities to connect with people who desperately needed their support.
The bridge from strategy to action
When CALM's PR team introduced them to Audiense through a previous connection, the timing couldn't have been better. They needed a way to activate their audience segments—to turn strategic understanding into practical targeting.
"I expressed a desire for us to be able to activate and target our audience segments, within which we know lies significant untapped potential," Elizabeth shares. "The Audiense team quickly identified Soprism as the tool that could meet our needs."
Like many marketers, they had initial concerns about methodology and accuracy. But the Audiense team's technical expertise helped them understand that in paid social and social listening, they're working with proxies and indicators—and Soprism could fill those gaps effectively.
"Soprism delivered exactly what we'd hoped - clear, easy to use segments, that can simply be adapted and sub-segmented and uploaded to meta ads manager."
Life-saving results
The transformation was immediate and measurable. Since adopting Soprism, CALM has seen:
- 746.49% increase in conversions via Meta ads
- 203.16% increase in users to site via Meta ads
- Streamlined audience segmentation process with higher quality outputs
But beyond the numbers, there's a deeper impact. "We've been able to run tests, target specialist audiences, and seen very promising results," they explain. "Notably, we're currently in the process of audience testing for ad campaigns promoting our life-saving services. The insights will enable us to tailor messaging for our core audience segments, so we can reach and engage more people who need support."
For an organization dedicated to helping people "end their misery, not their lives," reaching more people in crisis with the right message at the right time isn't just a marketing win—it's potentially life-saving.
Embedded excellence
Today, Soprism isn't just a tool CALM uses—it's how they work. "We now use Soprism targeting and segmentation in 100% of all Meta campaigns, so Audiense is fully embedded into our day-to-day workflow."
The impact extends beyond the marketing team. They share test results with the wider organization, providing rich insights that benefit creative, communications, and fundraising teams. It's created a more insight-led approach across all their work.
"Audiense has enabled us to be more focused in how we implement audience targeting and testing and we've seen fantastic results. It's streamlined and hugely increased the quality in our process for audience segmentation."
Advice for others
For other organizations struggling to bridge the gap between audience strategy and practical activation, CALM's advice is direct: "We've already recommended Audiense to others looking to bring a more insight-led approach to their marketing and comms strategies."
Their key insight? "It can be really difficult to action insights and more theoretical approaches to audience segmentation - Soprism is a key tool in enabling organisations to realise that work in a practical way."
Looking ahead, CALM plans to continue leveraging Soprism well into the future, knowing that every improvement in their targeting could mean reaching someone who needs their life-saving support.
In a world where strategic insights often remain conceptual, CALM found a way to make them actionable—and the results speak for themselves. More importantly, those results translate into real impact for people in crisis who need to know there's always a reason to stay.
“Soprism delivered exactly what we'd hoped - clear, easy to use segments, that can simply be adapted and sub-segmented and uploaded to Meta ads manager.”
Elizabeth Charlesworth,
Head of PR & Communications at CALM
