Overview
Shine A Light is an annual initiative that aims to promote inclusivity, unity, and combat discrimination and prejudice, particularly focusing on anti-Semitism. In 2022, Shine A Light aimed to expand its reach and engagement across different communities and platforms. The campaign involved partnerships with over 100 organizations, allyship with Black communities, and engagement with corporations, schools, elected officials, and the media.
AdVenture Media collaborated with Shine A Light to handle the paid media advertising aspect of the campaign. Their role was to manage YouTube Ads, Meta Ads, Twitter Ads, and programmatic advertising to promote Shine A Light's message and increase brand awareness for their mission.
Platforms Leveraged
1. YouTube Ads: AdVenture Media implemented a unique low-cost strategy for YouTube, targeting relevant audiences and optimizing for lower CPMs (cost per thousand impressions). This approach amplified the reach and views of Shine A Light's campaign videos.
Billings MT
Shine A Light: 30 Second PSA
2. Meta Ads: AdVenture Media created Meta (formerly Facebook) campaigns targeting a specific audience interested in history and American politics. This targeting was aligned with the content of a video showcasing Shine A Light's message.
3. Twitter Ads: AdVenture Media utilized Twitter's specific-follower lookalike function to target relevant followers of major sports organizations and companies. This targeting helped increase the visibility of Shine A Light's campaign among relevant audiences.
4. Programmatic Advertising (StackAdapt): AdVenture Media utilized StackAdapt to leverage 1st and 3rd party audiences to amplify brand awareness for a new song by David Brodza, a remix of Peter, Paul & Mary's famous activist song, "Light One Candle" renamed as "Don't Let The Light Go Out." This strategy aimed to reach a wider audience and promote the campaign through Spotify Ads.
Challenges
1. Amplifying reach and engagement: The challenge was to expand the campaign's reach and engagement, targeting diverse communities and platforms to promote Shine A Light's message effectively.
2. Managing multiple advertising platforms: AdVenture Media had to effectively manage and optimize campaigns across YouTube Ads, Meta Ads, Twitter Ads, and programmatic advertising platforms to maximize the impact of the campaign.
Strategies
1. Unique low-cost YouTube strategy: AdVenture Media implemented a strategy to target relevant audiences on YouTube, optimizing for lower CPMs to amplify the reach and views of Shine A Light's campaign videos.
2. Targeted Twitter Ads: AdVenture Media utilized Twitter's specific-follower lookalike function to target relevant followers of major sports organizations and companies, expanding the visibility of Shine A Light's campaign among relevant audiences.
3. Meta Ads targeting history and politics: AdVenture Media created Meta campaigns that targeted an audience interested in history and American politics. This targeting aligned with the content of a video showcasing Shine A Light's message.
4. Programmatic advertising on StackAdapt: AdVenture Media utilized StackAdapt to leverage 1st and 3rd party audiences to promote David Brodza's new song on Spotify Ads, reaching a wider audience and increasing brand awareness for the campaign.
Results
The collaboration between AdVenture Media and Shine A Light 2022 campaign yielded significant results, including:
1. Total social media impressions: The campaign generated 67.5 million social media impressions across platforms like Facebook, Instagram, Google, YouTube, and TikTok. This represented a 325% increase compared to the previous year.
2. YouTube video views: The campaign's YouTube videos received 11.9 million views, a substantial increase of 629% compared to the previous year.
3. Instagram partnership: Through partnerships with popular Instagram accounts Overhead NY and Overheard LA that generated 688.5K impressions and 12.2K likes.
