Hadassah

Company Bio

Hadassah: The Women’s Zionist Organization of America, is an American Jewish volunteer women’s organization. Their internationally renowned hospitals in Israel continue to make incredible strides in world-class health care and research. Their passionate members are honing leadership skills and finding new ways to advocate for critical issues on women’s health and well-being. Hadassah’s programs for youth-at-risk in Israel and scholarships for summer camps and Israel programs are providing life-changing experiences for children and young adults, ensuring Jewish continuity for future generations. 

Scope

  • Non-Profit
  •  New York, New York

Overview

The Ask

ESM was asked to develop a media strategy and plan to increase awareness and total user engagement with a refreshed and culturally-relevant brand platform for Hadassah. In addition to driving awareness and user engagements with Hadassah’s updated brand and website, this initiative was intended to drive brand recognition among these audiences to stage for Hadassah’s 2021 Donations campaign, which launched after this initiative, in mid 2021.

The Challenge

Because we had been building our audience profiles via social media interest-matching leading up to the launch of this branding campaign, we were confident in our ability to serve ads to these “Jewish -adjacent” audiences: those who defined themselves as Jewish, yet who were not familiar with Hadassah. Despite this, the main challenge of the campaign was calling on this audience to act, through encouraging them to visit the Hadassah website, engage with the ad content, and increase Hadassah’s brand recognition.  

Why it Worked

The Approach

Knowing that Hadassah’s voice belongs at the table of today’s most pressing issues, we wanted to get in front of their audience and potential new audiences across multiple digital touchpoints.

Utilizing audience profiles, we had built prior to the campaign launching, and over 18 months via social media interest-matching, we chose to position the campaign ads in front of people who are directly related to Israel, Zionism, Judaism, or next to such relevant content. 

The Solution

Utilizing this audience targeting strategy in relation to three creative messaging themes, we activated a media strategy on the following channels to meet Hadassah’s specific goals: 

  • YouTube and OTT video placements  for top-funnel awareness
  • Social Media including Facebook and Instagram to drive user engagements and activate lead generation campaigns
  • Digital programmatic display banners for retargeting to increase website traffic and build an audience list for future activations

Results

This campaign drove significant traffic to the Hadassah website and increased awareness overall. When comparing 2019 to 2020, there was an over 60+% increase in direct new users, direct users, and sessions to the site. Direct traffic refers to website users that arrived on the site either by typing the website URL into a browser or through browser bookmarks. This significant increase in direct traffic speaks to reaching the right audience through paid media efforts, and successfully encouraging users to visit the site at a later time. In addition to increasing website metrics, the campaign drove a 21% increase in awareness from 2019 to 2020, measured via Google searches including the term “Hadassah”. 

64%

Direct New Users

66

Direct Users

63

Direct Sessions