We were able to add four platforms to our core acquisition marketing stack: YouTube, TikTok, Pinterest, and Snapchat.
Diversifying paid channel mix based on a CPA goal.
In order to find new channels, I researched paid media kits to determine estimated CPMs and CTRs + audience match, and creative best practices + specs. Once I projected potential CPAs based on platform benchmark numbers and internal historical data, if the projected CPA was within 25-30% of our goal, we planned and bought paid media on the platform. In our case, we were already running on Facebook/Instagram and Google Search, so we determined to expand into Quora, TikTok, Snapchat, Reddit, and YouTube ads. Once campaigns were launched, using strategic audience targeting parameters and creative best practices, we allowed a testing period of 60 days. After the testing phase, we performed campaign triage and determined which platforms and campaigns were worth expanding into based on actuals for ROAS, CPA, CTR, and CPM.
We were able to add four platforms to our core acquisition marketing stack: YouTube, TikTok, Pinterest, and Snapchat.
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As the marketing manager supporting the work of the main account manager, I was tasked with improving their website UX/UI, and content, I was in charge of their social media and helped create more content for their blog. The main challenge was to increase social media engagement and create a better understanding what Gaviti has to offer.
Tucked away in the heart of North Carolina, the U.S. National Whitewater Center, a nonprofit organization, thrives on an unwavering commitment to fostering outdoor access for all. Their mission is as grand as it is noble: to build resilient communities through the promotion of healthy and active lifestyles, environmental stewardship, and the celebration of family and civic togetherness. The Whitewater Center understands that we all share a common genetic code compelling us to explore the great outdoors and share these experiences with others. Their approach is simple yet profound: make connecting with nature compelling and accessible, and extend an open invitation to all. This is the story of how Mayple helped revolutionize their approach to email marketing, turning it into a catalyst for more profound connections with their audience.
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