Improving the YouTube advertising and organic channel performance for the World’s largest food aid charity.
The World Food Programme is the food-assistance branch of the United Nations. It is the World’s largest humanitarian organization; focused on hunger and food security.
World Food Program USA asked us to help them improve the performance of their YouTube advertising campaigns and generate donations.
They also needed us to generate more views for the videos already on their YouTube channel.
The aim was to ensure that YouTube ad campaigns delivered a positive return on investment and the 100+ existing videos on the channel generated more views, likes and subscriptions.
We needed to make YouTube valuable for the world’s largest food charity.
We worked with the UN World Food Program for over a year to improve the YouTube advertising performance in two main ways. Firstly, by improving the creative and messaging of the ads and secondly by finding the most valuable audience to target with the ads.
We improved the YouTube channel performance by optimising the keyword tags on every video on the channel, to help YouTube understand the content and nature of the videos better.
We managed the YouTube advertising for 14 months and delivered 150% positive returns on investment on the advertising budget.
The work we performed on the YouTube channel videos generated more than 400% increase in organic views from YouTube search.
We started by ensuring that all conversion tracking and performance reporting was as accurate and easily-understood as possible. We pulled together all the relevant organic YouTube channel performance stats into a single dashboard using Google Data Studio. We also improved the conversion tracking using Google Tag Manager which allowed us to identify the most valuable audience possible and record exactly how much was being donated.
Being able to track the donation value accurately, allowed us to maximise the value we returned on the advertising campaigns by targeting audiences that donated the most and excluding those that donated the least. Within weeks we produced insights about the most valuable demographics and viewers and used these insights to deliver consistent positive returns on ad-spend.
In order to maximise the organic visibility of the videos on the YouTube channel we performed an audit of all the video uploads and spotted an opportunity to greatly improve the keyword tags. This gave YouTube a much clearer understanding of the content of the videos and allowed YouTube to serve the videos to more appropriate searchers, leading to a 400% increase in organic video views.
