Friends for Animals of Metro Detroit
001
Introduction
Client
Friends for Animals of Metro Detroit
Year
2023
RANDOM ran a paid social campaign for FAMD's general operations fund, driving a 128% increase in donations versus the previous campaign.
FAMD runs a shelter and adoption program in Dearborn, Michigan. The organization wanted more donations and more traffic to key landing pages. The work started with audience research, not ad creative.
001
Introduction
Client
Friends for Animals of Metro Detroit
Year
2023
RANDOM ran a paid social campaign for FAMD's general operations fund, driving a 128% increase in donations versus the previous campaign.
FAMD runs a shelter and adoption program in Dearborn, Michigan. The organization wanted more donations and more traffic to key landing pages. The work started with audience research, not ad creative.
002
Challenges
Donation campaigns compete with every other cause in an audience's feed, and generic appeals get ignored.
Before writing a single ad, the team needed to understand what actually moves shelter donors to give. That research shaped both the organic messaging and the paid creative.
002
Challenges
Donation campaigns compete with every other cause in an audience's feed, and generic appeals get ignored.
Before writing a single ad, the team needed to understand what actually moves shelter donors to give. That research shaped both the organic messaging and the paid creative.
003
Results
128% increase in donations versus the previous campaign. 22K+ impressions during campaign flight.
Target audience research identified online behaviors and donation patterns. The social strategy covered donation, adoption, traffic, and online growth goals. The paid campaign drove new donors to the general operations fund.
003
Results
128% increase in donations versus the previous campaign. 22K+ impressions during campaign flight.
Target audience research identified online behaviors and donation patterns. The social strategy covered donation, adoption, traffic, and online growth goals. The paid campaign drove new donors to the general operations fund.
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