cases / non-profit
case · public-health NGOnon-profit
Switching an NGO campaign from region targeting to language-cohort targeting.
- hypothesis
- Campaign reach was flat because the audience was siloed by language, not region.
- so what
- Rebuilt targeting around language cohorts; moved creative to native voices.
A public-health NGO was running a multi-country awareness campaign targeted by region. Reach was flat for six months despite budget increases.
An audience audit showed that the actual cohort cut across regions — defined by language and media habits, not geography. The campaign was fighting itself.
We rebuilt targeting around language cohorts (Ukrainian speakers across 6 countries, Polish speakers across 4, etc.). Each cohort got its own creative from a native voice, not translated copy.
Cost per qualified contact fell 42% in the first quarter after switch. Reach grew 2.1× inside the target cohort without a budget change.