To reach new audiences and build awareness, we introduced additional top-of-funnel campaign types, including Google Display, and expanded prospecting across Meta. These efforts helped cast a wider net and increase visibility among potential supporters.
We maintained the campaigns for Peter Singer’s book downloads at a low level to drive interest whilst testing Demand Gen campaigns, with the goal of driving high-quality traffic to the campaign landing page. This was to introduce the brand to new users and move them closer to conversion.
We increased the budget on audience segments with high-intent to donate, and leaned into automation tools to maximise efficiency and scale. This allowed us to reach users with stronger signals of interest at the right moment. We moved people down the funnel through retargeting strategies.
These retargeting campaigns aimed to re-engage site visitors and previous donators. A tailored approach was taken for past donors, using differentiated messaging to help reignite their support.
