Native Display Pilot Outperforms for a Nonprofit Serving Families

Objective

Enhance upper-funnel engagement and increase site starts by extending awareness efforts beyond paid social into programmatic display. The goal was to drive additional direct and organic traffic by reaching high-intent audiences across a broader digital landscape.

Strategy

Shifted investment from paid social to DSP to evaluate programmatic efficiency and the potential for broader upper-funnel influence.

Ran an experiment focused on native ads optimized for post-click engagement, targeting caregivers through contextual, third party, and interest-based segments.

Closely monitored site traffic behavior and site starts to assess lift from programmatic efforts and validate incremental value.

Following strong results, retained programmatic as a permanent channel to strengthen awareness and drive long-term engagement growth.

Results

102% of Site Start Goal Achieved

Driven by incremental engagement and growth in direct and organic traffic—powered by native efforts, a diversified channel mix, and strategic media budget reallocation.

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