Operation Smile case study
Connecting with the next generation of donors
The Challenge
Operation Smile, a leading cleft-care nonprofit, needed to grow its donor base more effectively with demonstrative results.
The Insight
The Solution
We leveraged specific social platforms to meet younger audiences where they are—on TikTok. And we developed a multiplatform approach that bolstered Operation Smile’s digital and social presence, while still leaning into the rich storytelling potential of linear performance TV.
services
- Media Planning & Buying
- Performance TV Strategy
- Digital and Social Strategy
- Influencer Marketing
- Data and Analytics
Utilizing Performance TV
Bringing Media and Creative Insights Together
Networks have varying criteria for ad content. So we worked with network standards and practices to deliver creative that meets publishers’ specific content guidelines. Because swapping creative too frequently can be resource-intensive, we led a shift toward evergreen creative to simplify operations and reduce production costs.
Launching Operation Smile on TikTok
We guided Operation Smile in a successful launch on the platform to build brand presence, increase overall reach, and engage with younger audiences. With no prior brand presence, our TikTok activation successfully reached over 4 million people and collected first-party data from over 2 million to be used for future look-alike audiences and lower-funnel retargeting.
Partnering With Content Creators
TikTok vs. Meta:
TikTok achieved significantly lower CPM and CPC versus Meta.
