here's the story : the scenario

here's the story : the challenge

here's the story : the approach

here's the story : the results

here's the story : the resolution

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Bringing ROI to brand awareness

Brem X Novus

Use this space to tell everyone about what you have to offer.

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impressions icon

875,368

impressions

The number of times a page has been displayed
views icon-1

588,103

views

Video views, which differ depending upon the platform: YouTube counts a view as a viewer-initiated play for at least 30 seconds; Facebook counts it as a view after 3 seconds but doesn't include video loops
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15,156

clicks

Clicks from paid digital advertising
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11,602

website sessions

Traffic to pages connected to the campaign, such as webpages, landing pages, or blogs
influenced contacts icon-1

680

influenced contacts

New or existing contacts that engaged with one or more assets in this campaign, for example, visiting a blog or opening an email
contacts icon-1

89

new contacts

Contacts who were sourced as a direct result of the campaign efforts (from paid or organic traffic sources)
donors icon-1

42

influenced donors

New or existing donors who donate after engaging with one or more assets in this campaign
But what does any of that mean, anyway? After all, these are all just numbers until you meet BREM.
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client

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The Brem Foundation maximizes every woman's chance of finding early, curable breast cancer through education, access, and advocacy.

year

2019

expositio : exposition

The scenario

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.

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But the campaign results ended there — just one donor and no other contacts came from the efforts.
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The challenge

Brem came to Novus with the idea of running another brand awareness campaign—except with three videos—hoping to get similar results. But we wanted more.

The Challenge - Video Screenshot C
The Challenge - Video Screenshot R
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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...
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The approach

With three beautifully produced videos and an ad budget of $15k, we incorporated an inbound approach to brand awareness.

Rather than interrupting the audience with things they didn’t want, we led with valuable content that aligned with the target audience’s needs.

our objectivesRemember

boost organic presence

build awareness

capture leads

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.

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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.

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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.

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eventus 

The results

Remember how we said that even brand awareness campaigns should produce meaningful metrics?

In the end, we were able to turn brand awareness campaigns into new contacts and influenced donors.

our numbers

see the campaign results

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The Early Detection 101 campaign ran for 30 days during Breast Cancer Awareness month (In contrast, This Video Might Save Your Life PSAs ran for approximately 2 months.)

Still, Brem's videos received:

impressions iconimpressions icon

875,368

impressions

info-icon
Impressions: the number of times a page has been displayed
views icon-1

588,103

views

info-icon
Video views, which differ depending upon the platform: YouTube counts a view as a viewer-initiated play for at least 30 seconds; Facebook counts it as a view after 3 seconds but doesn't include video loops
Short Your Breasts May Kill You_PosterImage (1)

But, beyond the vanity metrics, these campaigns beat all the benchmarks of the PSA campaign.

sessions icon-1

11,602

website sessions

(33% increase)

info-icon
Traffic to pages connected to the campaign, such as webpages, landing pages, or blogs.

influenced contacts icon

608

influenced contacts

info-icon
New or existing contacts that engaged with one or more assets in this campaign, for example, visiting a blog or opening an email

contacts icon

89

new contacts

info-icon
Contacts who were sourced as a direct result of the campaign efforts (from paid or organic traffic sources)

donors icon

42

influenced donors

(4,100% increase)

info-icon
New or existing donors who donate after engaging with one or more assets in this campaign
resolutio

the resolution

If you work at a nonprofit, here are three things to take away from this story:

takeaways

think strategy before tactics

dive deeper into vanity metrics

prioritize-seo

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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.

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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.

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Prioritize SEO.

Since the campaign ended, our video SEO strategy (for all three videos) has garnered 97,200 impressions, 8,257 views, and 21 subscribers. That’s free brand awareness derived from Brem Foundation’s growing organic presence.

Novus helped Brem do good–better. We’d love to help you, too.

Let's be partners in crime good

Novus can breathe new life into your marketing efforts.
Let’s talk about what that looks like.
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