Mellon Foundation - Social Assets
The Challenge
We partnered with the Mellon Foundation to help build awareness and recognition of the organization, its mission, and new brand with key audiences. Our secondary objective was to build a persuasive case for future advertising efforts, which our client could present to internal stakeholders.
Our Solution
FGS Global proposed an 8-week pilot brand awareness campaign on Facebook and Instagram. By using these two platforms, we were able to run a campaign that was measurable, highly targeted and cost-conscious. These platforms also allowed FGS to conduct a brand lift study to measure the effectiveness of the advertising to help tell the story internally about the benefits of paid campaigns. In partnership with the Mellon Foundation, we developed bold, beautiful ads that included static banner ads and two videos. We created two versions, a photo-based and graphics-based concept, to A/B test with our audience.
Results
The campaign exceeded our expectations and successfully reached the vast majority of our target audience. The results provided insights and support for future advertising campaigns.
