Bringing ROI to brand awareness
Brem X Novus
Use this space to tell everyone about what you have to offer.
In 2019, Brem wanted to educate women everywhere about the importance of early detection. So, they created a PSA called This Video Might Save Your Life, teamed up with a digital ads agency, and launched a campaign during Breast Cancer Awareness Month.
The results were good—they received a big boost in brand awareness With a $15k ad budget, the PSA campaign ran for two months and boasted 3+ million impressions, 766,195 total views, and 8,727 website sessions.
But the campaign results ended there — just one donor and no other contacts came from the efforts.
We believe that brand awareness can produce conversions if strategized correctly. We wanted Brem to be able to measure the impact of that awareness—to turn those video views into new contacts and eventually influence donations.
Here's how we did it...
Prioritizing video SEO
Objective: boost Brem’s organic presence
At Novus, we believe that any content worth its salt should continue working for you even after the campaign is over. We knew that the videos would have evergreen appeal, so we researched what women were asking and optimized the videos on YouTube, so they’d be organically discovered—even after the campaign dollars had been spent.
Getting the videos in front of the right people
Objective: build awareness among the right audience, garner video views and impressions
We used a combination of Facebook, Instagram, and YouTube video ads and honed our audience targeting, driving people to video-specific landing pages. By creating specific videos that called out a relevant topic to the target audience, such as “Ways to Fight Breast Cancer as a Young Woman,” we were able to effectively inform the audience (young women) while also giving them a solution (free resources), which is why the video ads resonated so well with the audience and led to many form submissions for the specific resources.
Repurposing content to create conversion opportunities
Objective: capture leads
Novus created separate landing pages for each educational video and populated them with complementary resources. We wanted viewers to watch, click, and download something actionable that they could take with them on their early detection journeys.
Luckily Brem already had some great resources available—a Breast Health Bill of Rights, a Breast Self-Exam infographic, and a decision tree to help women decide whether they need to get a breast cancer screening.
We helped update the resource designs and created a new guide featuring questions to ask your doctor. All resources were gated behind a simple form. Upon filling out the form, people were enrolled into an email sequence that introduced them to Brem and showcased the impact they make.
Still, Brem's videos received:
But, beyond the vanity metrics, these campaigns beat all the benchmarks of the PSA campaign.
Think strategy before tactics
Before launching any campaign, every nonprofit should identify who their target audiences are and what journey they want those audiences to go on. How will you find them? What will capture their attention? What will entice them to willingly part with their email address? How do you plan to engage with them after they raise their hand? These questions must be answered before any ad money is spent or emails sent out.
Demand to see beneath the hood when it comes to vanity metrics.
When we analyzed the audience of 2019’s This Video Might Save Your Life PSA, we found that 60% of the 662,900 YouTube views were 13-17-year-olds—an audience that isn’t the primary audience for early detection resources. That’s nearly 400K views to an unqualified audience.
Let's be partners in crime good
Novus can breathe new life into your marketing efforts.
Let’s talk about what that looks like.