Case Study: Charity Run Leverages Digital Advertising to Drive Registrations and Donations
A charity whose proceeds go to supporting prostate cancer research and awareness was holding its annual 5K run.
Being a newcomer to digital advertising, the client looked to Audience Partners’ expertise in order todevelop the campaign’s goals and strategy. Two main goals were outlined:
- Generate increased registrations and awareness for the 5K run
- Generate incremental donations to the charity
Background and Tactics:
Audience Partners targeted three specific audience segments:
- Local runners
- Individuals with an interest in the treatment and research of prostate cancer
- The client’s offline database that Audience Partners cookie matched to an addressable online audience
Audience Partners utilized a combination of Facebook ads, search engine advertising, digital display advertising, and digital display retargeting ads. Each ad was specific and relevant to its targeted audience segment and varied in call-to-action.
Over a five week period, the campaign had a conversion rate of 28% as measured by registrations and donations.
35% of display conversions and 82% of Facebook conversions came from targeting the client’s cookie matched audience.
Impressions delivered a click through rate of more than 200% above Google’s industry benchmark.