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Sponsor: Dollar General Literacy Foundation
The Challenge
Since 2010, the Ad Council has partnered with the Dollar General Literacy Foundation to connect over two million people with free adult education classes and help them earn their high school diploma. For their latest campaign, they sought to boost awareness and increase site traffic to the FinishYourDiploma.org site, driving adults to complete a zip code search to find a local adult education center near them.
Our Solution
Quantcast implemented the Q Pixel on FinishYourDiploma.org and used predictive modeling to target lookalike audiences more likely to visit the website based on content interest browsing behavior. By applying this modeling across both cookie-based and cookieless environments, Quantcast more than doubled their audience reach across the open web.
Results
By reaching individuals with a strong affinity for topics such as Education, Careers, and Technology & Computing, the campaign successfully generated a high volume of site visits over two months. During this period, Quantcast was a top traffic driver, driving more than 18k site visits, 373 conversions, and tripling time on site. Cookieless activation contributed to the success of the campaign, driving 35% of the total zip code searches.
From Insights to Optimizations
The Ad Council gained insights into which ad set performed the best and the locations of converting audiences (with St. Louis accounting for 9% of overall searches), enabling them to optimize their campaign accordingly. They also learned that a significant 72% of zip code searches were completed on a mobile device.
Partner With Us
Our capabilities are vast and potential opportunities endless. We would love to partner with you to tell a great story for your brand and our campaigns. Let's develop custom solutions that bring social impact to life on your platform.