DIGITAL MEDIA STRATEGY
Special Olympics Minnesota
In its second year of partnership with Special Olympics Minnesota, Ovative drove increased awareness, consideration, and registrations for the Polar Plunge.
Opportunity
Ovative continued its partnership with Special Olympics Minnesota (SOMN) for a second year to drive awareness and applications for Polar Plunge events held across the state. To achieve SOMN’s goal of 15,000 completed registrations, Ovative functioned as an extension of its team to bring its objectives to life.
By taking a data-first approach, our team utilized analytics platforms to reach SOMN’s core audiences in new ways, drive awareness with new audiences, and increase conversion through registration pages.
With funds raised at the Polar Plunge, SOMN can provide more opportunities for children and adults with intellectual disabilities to develop physical fitness, demonstrate courage, experience joy, and participate in the sharing of gifts, skills, and friendships.
Impact
- Increased paid social reach by more than 259% YoY at 42% higher cost-efficiency
- Drove 58% increase in paid media registrations YoY
- Exceeded SOMN’s 15,000 registrations goal by 88% during the life of the campaign
- Drove $4.8M in profitable donations during the campaign
- Raised more than $74,000, with more than 130 Ovative team members taking the Plunge
Approach
- Conducted extensive testing on paid tactics performance from last year, leading to the incorporation of LinkedIn and TikTok into this year’s strategy to construct a powerful, more efficient campaign.
- Shared long-term strategic insights for their core analytics program and website that could elevate Special Olympics MN’s success in the years to come.
- Leaned into Microsoft’s beta test of their Ads for Social Impact grant program, growing overall media spend and increasing traffic and registrations.
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