The Merkle team developed a four-week multi-channel campaign focused on YouTube and Facebook platforms. The campaign targeted a specific demographic that had also shown interest or affinity with charities but had not yet engaged with our client.
Audiences were reached via awareness-focused campaigns through YouTube ads, and on Facebook with video creative. To measure the impact on overall awareness among the defined audience, Merkle partnered with Google and Facebook to perform brand lift studies. To achieve our secondary objective of year-end donations and revenue, we then remarketed advertising to video viewers with conversion-focused campaigns, standard display, and Facebook ads.