Case Study | Industry: B2C
Products Used: AdRoll Retargeting, AdRoll Prospecting
“Working with Frank Media and AdRoll has been a great extension to our digital strategy. We’ve had very pleasing results and we see it being an important part of the marketing mix in future years.
Marketing and Communications Manager, Movember Foundation
AdRoll Retargeting and Prospecting managed by Frank Media helped boost Movember 2015 sign ups as well as drive donations across the web and social.
First dip of the toe
Internationally renowned men’s charity, the Movember Foundation, wanted to identify those who show intent on their website and be introduced to others that acted in a similar way. Enter Frank Media and AdRoll.
Movember hadn’t explored programmatic advertising before and weren’t able to effectively reach and convert customers showing intent. “AdRoll and Frank Media’s understanding of the programmatic space was an essential part of the success of 2015’s campaign. The dedicated account management from both sides was impressive and a big part of why we decided to adopt AdRoll in the US, UK and Canada.” Meagan Bell, Marketing and Communications Manager, Movember Foundation.
“As we continue to change the face of men’s health, we’re confident that our relationship with AdRoll and Frank Media will help us interact with more of the right people at the right time.” continued Meagan.
Movember used AdRoll Prospecting as a full-funnel marketing approach, both web and social, to attract new act-a-like sign ups and donations alongside retargeting those who had already shown interest across their site. Movember only attracted those most likely to convert by using both their first party data and AdRoll prospecting data.
The outstanding results seen in the 2015 campaign have inspired the rest of the world. After five weeks of using AdRoll in Australia, the UK, US and Canada came on board for the final week of the campaign. In 2016 Movember are looking to stretch even further.
“The Australian results were just too good for us not to replicate in other markets.” said Meagan. “Working closely with Frank Media and AdRoll has given us transparent results that we couldn’t be more pleased with. Movember is always looking for new ways to innovate across its marketing program and this initiative is a great example of that.”
The Movember Foundation is a global charity committed to men living happier, healthier, longer lives. Since 2003, millions have joined the men’s health movement focusing on prostate cancer, testicular cancer, poor mental health and physical inactivity.