Autism Advocacy Group Stands Out and Builds Awareness With Simpli.fi
Overview
AGENCY OVERVIEW
Large award-winning digital media agency specializing in non-profits, advocacy organizations, and purpose-driven brands, and has had a successful partnership with Simpli.fi on behalf of multiple clients.
BRAND OVERVIEW
Non-profit autism advocacy organization with a $60,000 budget for a two-month campaign, interested in building awareness and driving site traffic.
Awareness and Action
Recently, a major autism advocacy group was looking to spread awareness of the disorder and the organization’s services. However, non-profits and advocacy organizations often struggle with building awareness in a way that for-profit brands don’t. In today’s media landscape, experts estimate that consumers are exposed to more than 5,000 brand messages every day on average. With so many corporate messages competing for consumers’ attention and dollars, it can be particularly challeng- ing for donation-based, service-minded organizations to stand out. Fortunately, Simpli.fi is uniquely positioned to implement behavioral targeting and help these types of advertisers find and reach the right audience. The advocacy group was working with their advertising agency that specializes in running digital media campaigns for non-profits, advocacy organizations, and pur- pose-driven brands. The agency had recently partnered with Simpli.fi and knew that Simpli.fi’s unique targeting tactics would allow them to reach the right audience despite the challenges in non-profit advertising.
Finding the Right Audience
Simpli.fi, the agency, and the organization developed a blended targeting strategy to find and reach a relevant audience. In order to reach families that may be impacted by or interested in learning more about autism, the campaign featured keyword-level search retargeting, site retargeting, and third-party geo-optimized audiences. These tactics are ideal for reaching users at the top of the marketing funnel in order to drive awareness and send them to the website for additional information and ultimately take action.
Driving Action Across Devices
After finding the right audience, the campaign was designed to reach users across a variety of devices and media types, includ- ing display, mobile, video, and OTT/CTV ads.
With Simpli.fi’s advanced cross-device graph, online behavior from desktops and mobile devices was used for OTT/CTV targeting by pairing users to certain devices and targeting across them.
The utilization of multiple targeting tactics with keyword-level search retargeting, site retargeting, and geo-optimization applied across devices allowed the agency and organization to compare performance across each tactic and device, and for Simpli.fi to optimize the campaign in real time. Simpli.fi was able to shift budgets to the highest-performing campaign tactics and creative based on actual data and results. In fact, the advertiser decided to discontinue using third-party segments in favor of focusing on Simpli.fi’s optimized audience of users who were more likely to click on the ad.
Additionally, Simpli.fi shortened the recency window to ensure an ad was delivered within only one day of the user’s web action.
Results Indicate Increased Awareness
After two months, the Simpli.fi team and the agency were able to drive nearly 20,000 direct visits to the organization’s website with a highly successful . 25% CTR across all tactics, greatly exceeding the industry average of .1%. An additional 37,000 viewthrough visitors were delivered an ad and then visited the organization’s website at a later time. Overall, the awareness campaign successfully reached a relevant audience and delivered nearly 8 million impressions.
The campaign was designed to reach users across a variety of devices and media types.