A changing landscape across various channels required a change in digital campaign strategy:

• Redefining success: Updates to KPI’s of the campaign arose from changes across channels in terms of how audiences are defined, as well as the allocated costs.
• Establishing the KPI’s: With this, the campaign moved from an impressions-focused campaign to an engagement-focused campaign.
• Community-focused outcomes: the engagement campaigns acted as a way to broaden reach to more relevant communities than what could have been achieved through targeting alone.
• Using context to optimise results: This approach is strongly aligned with the nature of the event (advocacy), as the ads were received within a more impactful context where broader audiences shared a mutual friend/connection.