American Friends of the Hebrew University (AFHU) is a national, nonprofit organization in support of the Hebrew University of Jerusalem, Israel’s foremost center of higher education and research. The organization is committed to tackling some of the world’s greatest challenges across subjects such as health and medicine, cybersecurity, and diplomacy through research and innovation.
American Friends of the Hebrew University
Awards & Mentions
- Finalist: 2022 The Drum Awards for Digital Advertising
- Industry: Non Profit
- Location: New York, New York
At the beginning of their 2021 fiscal year, AFHU approached ESM with the primary marketing goals of:
- Driving engagement among previously unexposed users
- Increasing traffic to their website
- Generating organic inquiries about their brand
- Increasing donations to support the research and work of Hebrew University
Prior to AFHU’s 2021 fiscal year, the audience strategy for all campaigns was persona based. While this drove strong new user engagement, it did not include a strong re-engagement strategy to nurture newly acquired users. Therefore, we developed a campaign strategy that grouped audience personas into two, broader categories – retention audiences and acquisition audiences – which allowed for more granular targeting and optimizations to be made at the audience level, in addition to meaningful creative segmentation and more actionable reporting.
Why it Worked
Using first party data owned by AFHU, we categorized users into 4 distinct categories:
- Social Media Acquired Leads
- Web Owned users
We calculated the estimated reach and average donation size of the audience segments in order to make informed budget recommendations. This segmentation also allowed us to deploy tailored creative and messaging to each cohort.
While we understood the importance of driving new users toward the brand, we also wanted to develop a media plan that balanced acquisition efforts and continued engagement among their existing community. Using a data-based approach that took highly curated audience segments and cost efficacies into consideration, we allocated two campaign efforts—a “Retention” campaign and an “Acquisition” campaign. This also allowed for more granular targeting and optimization, segmentation throughout the funnel, and more meaningful data to be gathered.
To date, this campaign is AFHU’s most highly targeted, strategically allocated, and successful campaign. Since the implementation of this media plan in the Fall of 2020, we’ve seen a dramatic increase across all KPI’s: from media performance and engagements to web traffic and the value of user on site activity. Our approach focused on specific cost efficacies, assigned clear definition to how and when users are defined as new vs. existing, and provided us with an opportunity to further define our media funnel.