Boring campaigns don�t work.

Launching a charity and just asking people to please donate, will do almost nothing.

A successful campaign requires creativity, and you need to be testing your creative assumptions in real life.

Case in point: we were doing a pre-campaign launch and realized it was not performing well. It was a few days before the campaign was scheduled to launch, and I was a mess (I take our client�s success very personally).

We were wracking our brains to try figure out a creative solution, and then it came to us.

Our ad platform, JCN, had recently created a very popular product which enables live-streamed events to be played as advertisements on our partner websites. This product was very well received and we�ve actually placed it in three different spots on our partner�s sites.

For this campaign, we took all three spots and embedded the entire campaign page together with streaming live footage right on to the site.

You wouldn�t believe the results:� the first hour generated $18,000 in trackable donations!

This particular cause was really, really good and the fact that our original strategy wasn�t working was very telling � it was an issue with our strategy, not the cause itself. Thankfully, this new approach made all the difference and our less than $50,000 digital ad spend generated well over $500,000 in trackable donations.

I hope this case study inspires you spend the extra time planning your campaign � coming up with creative strategies, testing what works and what doesn�t, and being prepared to pivot based off the data you collect.

Chayale Kaufman�is the CEO of the Jewish Content Network.

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