Increasing intent to donate using personalized video ads

AIDES ran a multi-phased campaign to raise awareness about the harm prejudices can have on people with HIV and encourage donations for medical research during the end of year giving season. The campaign, which used Placement Optimization, ran on Facebook and Instagram Feed and Stories, targeting broad audiences and retargeting people who already engaged with the nonprofit. The short form videos featured the organization's logo with text overlays and a clear call to action for people to donate.

The campaign reached 600,000 people and successfully drove a 5.1-point lift in intent to donate and 19.6-point lift in ad recall.