Effectively introduce new ad formats and visual styles on Facebook and Instagram.
Highlight charity:water’s goals and completing stories to incentivize new donations.
Test different creative themes and formats to increase efficiency in ad spend and power brand learnings.
Dive deep into charity:water’s story and craft a series of stories that would resonate with users.
Through collaboration, we crafted multiple creative concepts highlighting charity:water’s impact in the global water crisis, its mission statement and goals, the journey of each dollar, donation stories, and the impact of each donation.
Creative Testing was conducted in multiple stages with all learnings powering the next stage of creative development. We started with isolating and optimizing what was working, then moved on to exploring new creative avenues and finally optimized where we saw success and further explored favorable themes with price point messaging experiments.
New asset types, styles, lengths and sizes were launched into the account in order to better optimize creative delivery at the user level and provide each audience with multiple experiences to learn about charity: water.
Minimizing the number of variables was crucial to driving significant conclusions from each test. This was possible through following a best practice implementation process that included:
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