Digital Marketing Strategy Execution to Drive Donations

Objectives

◆ Advertising strategy revision and recommendations
◆ Digital advertising strategy execution (media buying) across ad platforms
◆ Optimization to meet target KPI: cost per donor

Challenges

◆ Effective campaign planning and budget allocation to maximize the return on the budget (cost per donor) across multiple digital platforms: Facebook/Instagram Ads, Google Ads (Search, Display and YouTube), Pinterest, Twitter Ads, Bing Ads
◆ Audiences configuration to build awareness, nurture consideration and drive conversions
◆ Dynamic data-driven bid optimization and budget allocation accounting for the fast-paced campaign (3-week duration with a 10-day peak)

Solution

◆ The media strategy was designed to include the tactics balanced out across the media platforms to allow reaching out the target audiences in a cost-effective manner (to meet target KPIs: volume of donations and target CPAs
◆ Video ads were used to build the brand awareness across relevant audiences using Facebook/Instagram Ads and Google Ads (YouTube), which was reinforced with a different set of creative assets during consideration phase and push further down the funnel to convert reaching out ‘warm’ audience across paid social and paid search platforms
◆ 'Bottom-up' approach was used to continuously optimize the campaigns during the campaign flight, re-allocate the budget to best-perform platforms and tactics, and scale up
◆ 360-degree digital marketing presence