Programmatic campaign for the Ice Hockey Federation

  • How we helped the IIHF found volunteers online

Goal

The International Ice Hockey Federation is a worldwide governing body for ice hockey and in-line hockey. Besides controlling the international rulebook, running numerous development programmes created to bring hockey to a broader audience, the client in collaboration with local organizations, runs around World Championships each season. In order to provide a high level of services and convenience for participants, the client needed to find volunteers.

So our main task was to find volunteers online and increase the number of applications keeping a data-driven approach.

Ad Strategy

Keeping the data-driven approach, we launched the ad campaign boosting the client’s outcomes through all stages of the sales funnel — engagement, reach, awareness, and so on. Using banners, video and native ads, we accurately grab users’ attention to move them forward to conversions — filling out volunteer application forms on a site or lead generation forms on Facebook. AI algorithms were analyzing a large amount of data to accurately target and show ads to users with a high likelihood of conversion.

Additionally, we targeted users who had been a volunteer before to re-engage them using the client’s first-party data.

RESULTS

Both manual and Bid Factors optimization helped us increase the volume of users activities to drive applications. Cross-device synchronization helped deliver messages with optimal frequency to users on the right devices.
2.3%
average CTR
3.1 times
increased in applications

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