At ACE, we face the challenge of communicating our research findings to a wide range of audiences, from effective altruists who pour over every detail of our reports to animal advocates just beginning to consider ways to be more effective with their time and money. Over the past several months, we worked closely with Lucas Langworthy of Grey Duck Studios to create an explainer video geared toward the latter audience.
Our new video walks the viewer through a general hypothetical scenario designed to demonstrate the value of ACE’s research to donors and advocates.
While we will promote this video in our usual channels, we decided to take this project one step further. We created a new landing page with the video embedded, offering just two exit options: “Give Effectively,” and “Advocate Effectively.” Each of these leads to separate pages with introductory content tailored to each audience’s needs.
We plan to direct targeted traffic to the new landing page through social media advertisements and our Google AdWords grant. We will closely monitor and adjust these ads to maximize our conversion rate.
This project excites us because it focuses on bringing the concept of effective animal advocacy to larger audiences. We believe there is great value in increasing the number of advocates thinking rationally and strategically about ways they can use their resources to help animals.
Watch the video: