Summary

In partnership with Procter & Gamble, CARE conducted a multi-channel ad campaign ahead of International Women’s Day (IWD).

Across Facebook and Instagram, CARE ran an ad campaign with a video views objective to reach people and drive awareness for their mission which was to inspire women ahead of International Women’s Day.

For audiences, CARE took a three-pronged approach, leveraging Custom Audiences, LALs and Interest/Contextual targeting. 18% of the budget targeted Music Interests. They were the 2nd top-performing audience in terms of VCR and engagement.

CARE leveraged lookalike and supporter lists for the campaign. Compared to the the supporter lists, the lookalike audience targeted women aged 35 - 65 in the US and drove the most engagements with 71% of total shares of the ad content (1,692). Compared to the lookalike audiences, the supporter lists which included men and women in the US aged 18 and older drove the strongest Video Completion Rate (VCR) and had a click-through rate +14% above campaign average (1.61%).

The video campaign drove 3.9M impressions across Facebook and Instagram with 1.7M post engagements (video views, comments, reactions, shares, clicks) and 10.4k clicks to CARE.org/everywoman.

The campaign had an overall VCR of 2.08%, +100% increase to last year’s International Women’s Day VCR of 1% and above industry benchmark of 1%.