The goal of Polaris’ Meta advertising campaign was to increase awareness and completions of Polaris’ free online course, Human Trafficking 101. The course includes six modules and participants can expect to learn what human trafficking really is, how it happens, and how they can be part of the solution.
Polaris is an organization leading a social justice movement to end human trafficking. With the guidance of survivors, Polaris uses data to improve the way human trafficking is identified, how victims and survivors are assisted, and how communities, businesses and governments can prevent human trafficking.
Ampliva collaborated with Polaris to develop a multi-week campaign targeting the following audiences; a Lookalike of people who have completed the Human Trafficking 101 training, retargeting recent post and ad engagers and a broad audience. Due to tracking and privacy limitations, the Ampliva team recommended a campaign to drive as many landing page views as possible with tried and true video Ad creative that ran successfully in a previous campaign featuring survivors.
The teams worked together to identify, develop and test audience segments that would benefit from this type of training and ensure they reached the right audience to maximize the impact of their campaign messaging and budget. As a result, Polaris saw a +55,000 increase in website traffic to the Human Trafficking 101 Training page and subsequently more people took the training than would have prior to the campaign.
