Ministry to Youth leadership was not new to digital marketing or ecommerce and had been running a campaign for years without the help of a digital marketing agency. While that campaign worked and it was clear that certain techniques were providing strong results, Facebook’s notorious penchant for changing policies and best practices made it difficult for Ministry to Youth to always make the most of their advertising dollars.
By collecting qualified email addresses, Ministry to Youth was able to reach past and current shoppers, but they were not effectively reaching new audiences. Online Optimism’s approach involved using these emails in combination with Facebook tools such as Pixel tracking, Lookalike audiences, and Interests to drive new groups of potential customers to the website.