212% INCREASE
in CLICK rate
54% reduction
in Cost-per-click
At Brad Cecil & Associates, we continuously refine strategies to help nonprofits achieve greater efficiency and impact. This case study highlights how replacing a static image with a dynamic video in a Facebook ad for a Holiday Match campaign significantly reduced cost-per-click (CPC) and drove meaningful engagement.
Static image ads are reliable but can struggle to stand out in a fast-paced social media environment. Video, by contrast, has the potential to stop scrolling in its tracks. Recognizing this, we hypothesized that replacing a static image with a video could boost engagement, lower CPC, and ultimately drive more donations for the Holiday Match campaign.
We developed a strategic test to evaluate the effectiveness of video compared to static imagery:
This test wasn’t just about format; it was a carefully crafted alignment of visuals, messaging, and audience targeting to maximize the ad’s impact.
The video ad significantly outperformed the static image:
These results highlight the power of video to engage audiences and optimize budgets without compromising the message’s impact.
This case demonstrates how thoughtful innovation in ad strategy can amplify engagement and improve efficiency. For nonprofits navigating tight budgets, video represents a powerful opportunity to elevate campaign performance without increasing costs.
At BCA, we combine data-driven strategies with creative execution to deliver measurable results. Our team doesn’t just implement campaigns; we tailor every element to align with your mission and drive meaningful outcomes.
Here’s how we can support your organization:
This case shows how a simple shift—like incorporating video—can transform campaign performance. Whether you’re looking to integrate video into your strategy or explore other opportunities, BCA is ready to guide you toward measurable growth.
Let’s create your next breakthrough campaign — contact Brad Cecil & Associates today.
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