The Nonlinear Library EA - Creative video ads significantly increase GWWC's social media engagement and web traffic to pledge page by James Odene [User-Friendly]
Mar 1, 2024
06:14
Welcome to The Nonlinear Library, where we use Text-to-Speech software to convert the best writing from the Rationalist and EA communities into audio. This is: Creative video ads significantly increase GWWC's social media engagement and web traffic to pledge page, published by James Odene [User-Friendly] on March 1, 2024 on The Effective Altruism Forum.
Overview
We recently ran a test to see if utilising creative marketing practices could increase the performance of a brand-led digital campaign, and it did. We are sharing the results to encourage other organisations to consider the quality of their output in areas where this could directly impact engagement, potentially resulting in increased donations and or pledge sign ups in the long-term.
We partnered with Giving What We Can and produced a brand awareness video to test the power of creativity - the results prove the worth in investing time in the creative quality of movement marketing overall.
Grace Adams, Head of Marketing at GWWC: "We are really happy with the performance of this campaign, and it's given us more confidence to undertake more creative approaches with future campaigns. We're excited to see how the increased awareness will translate into results further down the line."
Creative marketing practice refers to content production that employs innovative and imaginative approaches to capture the attention of the target audience and evoke emotional responses, effectively conveying the core message. The aim here was to test a more creative approach comparatively to the existing content across their social media.
The quality of the creative concept in an ad is one of the biggest drivers to impact (see Kantar research
here), and the results from this campaign indicate that we could see great returns by swapping out low fidelity, simply informative, ration-led content for more distinctive and emotive content.
The Campaign
You can see a version of the ad here.
Objective
Increase Giving What We Can brand awareness over Giving Season
Target
Educated, top 50% earners, median ~30, working professionals with interest in relevant philanthropic topics e.g. climate breakdown
Ad Spend
$4,899.58 on YouTube & $7,172.41 on Instagram
Duration
~8 weeks
Channels
Videos for Instagram and YouTube. We also created related display ads to direct web traffic back to the GWWC pledge
Overall Metrics
Reach: 4,554,692
Total Impressions: 7,923,623
CPM: $1.61
Views: 5,357,063
Engagements: 931,100
CPE: US$0.01
Web Traffic: 24,914 new users
Pledge Page Visits: 465
From retargeting: 1111 users visited the website for 4 mins or more & 469 users visited for 10 mins or more
The Headliners
You can see a version of the ad here.
1) 48x more views on Reels, Stories and Feed, than any previous campaign on Instagram.
2) Attributed Instagram profile visits were 249% higher than any other previous campaign.
3) Referrals from Instagram to the GWWC website are typically extremely low (<100 per month) however we produced:
1622 users referred from Instagram visited 4 mins or more
429 users referred from Instagram visited 10 mins or more
4) 96% of the earned likes[1] from the GWWC account lifetime originated from this campaign. This not only signifies the quality of the audience we targeted - individuals new to the content - but also highlights their engagement with the broader content ecosystem of the brand.
5) Retargeting web traffic with campaign-branded ads produced almost 3x more people visiting the pledge page compared to organic traffic visits to the pledge page, despite organic traffic representing twice as many new users overall.
6) Reached over 4.5m people in the UK with an average CPM (cost per 1000 impressions) of $1.61. This is 2.5 times lower than the average CPM for UK video campaigns, especially for YouTube and Instagram. And substantially lower than Giving What We Can's previous CPM average of $6.14.
To consider;
Organisations are not fully utilising creative marketing practices meaning that for...
Overview
We recently ran a test to see if utilising creative marketing practices could increase the performance of a brand-led digital campaign, and it did. We are sharing the results to encourage other organisations to consider the quality of their output in areas where this could directly impact engagement, potentially resulting in increased donations and or pledge sign ups in the long-term.
We partnered with Giving What We Can and produced a brand awareness video to test the power of creativity - the results prove the worth in investing time in the creative quality of movement marketing overall.
Grace Adams, Head of Marketing at GWWC: "We are really happy with the performance of this campaign, and it's given us more confidence to undertake more creative approaches with future campaigns. We're excited to see how the increased awareness will translate into results further down the line."
Creative marketing practice refers to content production that employs innovative and imaginative approaches to capture the attention of the target audience and evoke emotional responses, effectively conveying the core message. The aim here was to test a more creative approach comparatively to the existing content across their social media.
The quality of the creative concept in an ad is one of the biggest drivers to impact (see Kantar research
here), and the results from this campaign indicate that we could see great returns by swapping out low fidelity, simply informative, ration-led content for more distinctive and emotive content.
The Campaign
You can see a version of the ad here.
Objective
Increase Giving What We Can brand awareness over Giving Season
Target
Educated, top 50% earners, median ~30, working professionals with interest in relevant philanthropic topics e.g. climate breakdown
Ad Spend
$4,899.58 on YouTube & $7,172.41 on Instagram
Duration
~8 weeks
Channels
Videos for Instagram and YouTube. We also created related display ads to direct web traffic back to the GWWC pledge
Overall Metrics
Reach: 4,554,692
Total Impressions: 7,923,623
CPM: $1.61
Views: 5,357,063
Engagements: 931,100
CPE: US$0.01
Web Traffic: 24,914 new users
Pledge Page Visits: 465
From retargeting: 1111 users visited the website for 4 mins or more & 469 users visited for 10 mins or more
The Headliners
You can see a version of the ad here.
1) 48x more views on Reels, Stories and Feed, than any previous campaign on Instagram.
2) Attributed Instagram profile visits were 249% higher than any other previous campaign.
3) Referrals from Instagram to the GWWC website are typically extremely low (<100 per month) however we produced:
1622 users referred from Instagram visited 4 mins or more
429 users referred from Instagram visited 10 mins or more
4) 96% of the earned likes[1] from the GWWC account lifetime originated from this campaign. This not only signifies the quality of the audience we targeted - individuals new to the content - but also highlights their engagement with the broader content ecosystem of the brand.
5) Retargeting web traffic with campaign-branded ads produced almost 3x more people visiting the pledge page compared to organic traffic visits to the pledge page, despite organic traffic representing twice as many new users overall.
6) Reached over 4.5m people in the UK with an average CPM (cost per 1000 impressions) of $1.61. This is 2.5 times lower than the average CPM for UK video campaigns, especially for YouTube and Instagram. And substantially lower than Giving What We Can's previous CPM average of $6.14.
To consider;
Organisations are not fully utilising creative marketing practices meaning that for...