Case 12 / 13
International Social Initiative: Historical Memory Campaign
370+ extra clicks delivered — 6.6% above plan, with CPC 6.3% below target
Industry / Social & Culture
Period / Sep 2024 – May 2025
Geo / Global (diaspora audiences)
Channels / Programmatic Display, Hybrid DSP
Objective
Drive broad awareness and engagement for two culture-and-history digital initiatives among diaspora audiences abroad, ahead of a major spring remembrance period.
Challenge
Reaching a dispersed, multilingual diaspora audience across many countries with content that felt locally relevant rather than generic.
Solution
01
Built custom programmatic segments combining interest in history, culture and remembrance with geotargeting around historical and cultural landmarks.
02
Layered in dedicated audience segments connected to veterans and their families, and users with prior engagement in remembrance initiatives.
03
Localized creative into multiple languages to match each market's audience, keeping the message relevant rather than one-size-fits-all.
Results In Numbers
01
370+ additional clicks delivered — 6.6% above the original plan.
02
CPC landed 6.3% below plan, around 157.5 vs. a planned 168 (local currency).
03
Average viewability of 65%, with a final performance index of 98.5%.
Related Work
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