Enhancing Online Visibility & Action

The Geena Davis Institute on Gender in Media is a distinguished global research-based organization that works collaboratively with the entertainment industry to promote gender balance, foster inclusion, and combat negative stereotyping in family entertainment media. As part of its marketing objectives, the Institute aimed to amplify its reach, increase engagement with its research reports, advocate for women and girls in STEM, and expand its membership base.

Challenges

During the first phase of the campaign, we encountered various challenges. Despite aligning with prevailing social and global trends, identifying eligible keywords that adhered to Google's policies and attracted sufficient traffic posed a significant obstacle. Additionally, a comprehensive understanding of the target audience and their search intentions was not readily available. This lack of clarity made building up the ads more difficult, especially ones that could captivate users and effectively communicate the value of the Institute's reports.

Strategy

In overcoming these challenges, we embraced a systematic and data-driven strategy. Through the diligent use of third-party keyword research tools, we methodically built a strong keyword portfolio that precisely captured user search intent. This approach not only helped us pinpoint market segments interested in media representation but also empowered the Institute to create engaging and personalized advertisements that truly connected with their target audience.

Results

The implemented strategies significantly contributed to achieving the Institute's marketing objectives between April 2022 and April 2023. The campaign displayed strong performance metrics during this period, marking notable success.

• Ad Spend: With an investment of $29,000, the Institute maximized its marketing budget to generate meaningful impact and reach a substantial audience. This allocation of resources was instrumental in achieving the desired outcomes.
• Conversion Rate: The campaign exhibited a commendable conversion rate of 4.68%, indicating that visitors who engaged with the Institute's website were genuinely interested in the content and took desired actions, such as downloading reports or subscribing to the newsletter.
• Conversion Rate: The conversion rate experienced a notable rise, reaching 9.65%. This improvement showcases the enhanced ability of KSPS PBS's campaign to convert users into valuable actions, such as donations and new memberships.
• Clicks: The campaign garnered an impressive total of 44,673 clicks, representing the number of users who actively engaged with the Institute's ads and expressed interest in their mission.
• Reports Downloaded: The Institute witnessed 86 reports downloaded, indicating that the targeted audience was receptive to the valuable insights and knowledge offered by their research reports.

Through a meticulous and data-informed approach, the Geena Davis Institute on Gender in Media successfully enhanced its online visibility, engaged a wider readership for its onscreen research reports, raised awareness of women and girls in STEM, and expanded its membership base. The strategic utilization of third-party keyword research tools and the development of tailored advertisements enabled the Institute to align with the market audience's search intentions effectively. The noteworthy performance metrics achieved, such as the 10.71% CTR and 4.68% conversion rate, validate the success of the campaign in achieving the Institute's marketing objectives. This case study is a testament to the efficacy of data-driven strategies in driving impactful outcomes for organizations operating in the media industry.