Nia Black Square 2021 Donations Campaign
Brand Strategy & Development
Digital Media Planning & Buying
Media Strategy
Project Overview
Our insight was founded on a leap of faith: we believe that the majority of people don’t want to merely pay lip-service to anti-racism. They want to prove they are serious about it. Our message was simple: prove it with a donation to Nia Centre.
Details
Posts on owned media (Nia’s Facebook page) were boosted with an investment in targeted, interest-based paid social (Facebook newsfeed ads) to attract new Black and other visible minority donors, who over-index in Facebook use vs Canadians in general. Additionally, key community digital media like ByBlacks were included in the media mix to reach our target audience.
As of December 31st, 2021 the campaign raised $665,496 from 5,559 donors.
The campaign attracted drew immediate attention from the Canadian press and mainstream media offering to donate space to the cause and within days after launch, the campaign began producing phenomenal results.
And in October, Mayor John Tory, MP Adam Vaughan, United Way Vice President Nation Cheong, MPP Jill Andrew and community supporters rallied around Nia’s campaign.
Prime Minister Justin Trudeau expressed his support saying,
“This new space will continue to bring people together and allow everyone to experience the art that is rooted in Black Canadian traditions and that’s incredibly important because we all need to continue to educate ourselves on the culture and experiences of others. Having a deeper understanding of one another is crucial to moving forward on addressing issues that affect Black and other racialized communities in Canada.”
Results
The campaign garnered 4,244,849 impressions and 23,498 clicks.
On Google, the CTR stood at 0.52%. Viewable impressions were 1.33mm and the viewable rate stood at 66.17%.
On Facebook, the campaign garnered 387 conversions and the average conversion rate stood at 15.59%
The campaign overdelivered on both impressions and clicks. Thanks to efficient campaign optimization and targeting, CTR for Facebook was at 0.98%
Mobile performed better than Desktop on Google as well as on Facebook.
As of December 31st, 2021 the campaign raised $665,496 from 5,559 donors.
The campaign attracted drew immediate attention from the Canadian press and mainstream media offering to donate space to the cause and within days after launch, the campaign began producing phenomenal results.
And in October, Mayor John Tory, MP Adam Vaughan, United Way Vice President Nation Cheong, MPP Jill Andrew and community supporters rallied around Nia’s campaign.
Prime Minister Justin Trudeau expressed his support saying,
“This new space will continue to bring people together and allow everyone to experience the art that is rooted in Black Canadian traditions and that’s incredibly important because we all need to continue to educate ourselves on the culture and experiences of others. Having a deeper understanding of one another is crucial to moving forward on addressing issues that affect Black and other racialized communities in Canada.”
Results
The campaign garnered 4,244,849 impressions and 23,498 clicks.
On Google, the CTR stood at 0.52%. Viewable impressions were 1.33mm and the viewable rate stood at 66.17%.
On Facebook, the campaign garnered 387 conversions and the average conversion rate stood at 15.59%
The campaign overdelivered on both impressions and clicks. Thanks to efficient campaign optimization and targeting, CTR for Facebook was at 0.98%
Mobile performed better than Desktop on Google as well as on Facebook.
