U.S. Center for Safesport
U.S. Center for Safesport is an organization dedicated to preventing and addressing abuse in sports. They came to us to create a year long paid campaign to promote their resources on educating coaches and parents in abuse prevention.
We segmented the campaign into three flights, each optimizing based on learnings from the previous run. The first was a test on creative, varying the visual elements to see which resonated best with the target audience. The second utilized A/B testing on messaging and copy, finding what specific terms would drive the target audience to the website. The last combined all of the learnings to create a fully optimized campaign and ensure success. The campaign was so successful that U.S. Center for Safesport had over 1.5 million training completions in 2022—36% over their goal.
Creative Direction & Strategy: Meg Kilgore
Production: Marcus McVey
Advertising Strategy & Production: Gayle Davis
Flight one creative testing illustration against photography and animated against still.
Results: 6,065,572 impressions // 25,188 clicks
Flight two tested messaging like “athlete” versus “kids” but took creative learnings from flight one and applied to flight two. We found imagery and type animation resonated best with the audience and focused on those in the next set of deliverables.
Results: 18,058,134 impressions // 64,687 clicks
Flight three combined findings from previous flights to create a fully optimized messaging and creative strategy.
Even with a smaller budget than the first two flights, flight three boasted over 11 million impressions and 44 thousand link clicks. This cost effective and strategic approach ensured the signing of another year long campaign to encourage more training completion.
