Digital Media Strategy
Special Olympics Minnesota
Ovative partnered with Special Olympics Minnesota to drive awareness and registrations for the Polar Plunge.
Scope
Opportunity
Ovative partnered with Special Olympics Minnesota (SOMN) to drive awareness and applications for Polar Plunge events held across the state. To achieve SOMN’s goal of 10,000 completed registrations, Ovative utilized Paid Social and Paid Search to drive awareness with new audiences, increase traffic to registration pages, and unlock new data and insights to understand what drives registrations. Through 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 a sharing of gifts, skills, and friendship.
Results
- Exceeded SOMN’s 10,000 registrations goal by 28% during the life of the campaign
- Drove $173,000 in profitable donations during the campaign
- Raised more than $48,000, with more than 100 Ovative team members taking the Plunge
Approach
1. Completed a full audit of SOMN marketing programs to understand opportunities to innovate our marketing approach and uncover opportunities to better structure, track, optimize, and report on their media and site initiatives.
2. Invested in paid digital media tactics, including a Facebook campaign targeting Minnesota audiences with engaging creative to drive registrations.
3. Reactivated SOMN’s Google Paid Search account, utilizing Google Grant funding to increase traffic and registrations.
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