Reasonable Faith Case Study

They aim to provide an intelligent, articulate, and uncompromising yet gracious Christian perspective on the most important issues concerning the truth of the Christian faith today. Reasonable Faith features the work of philosopher, author, and theologian Dr. William Lane Craig as he works to carry out a three-fold mission:

1. To provide an articulate, intelligent voice for biblical Christianity in the public arena.

2. To challenge unbelievers with the truth of biblical Christianity.

3. To train Christians to state and defend Christian truth claims with greater effectiveness.

Reasonable Faith was interested in increasing donations and newsletter subscriptions as well as building their social community and doing chapter outreach.

OBJECTIVES

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SOLUTIONS

RESULTS

Reasonable Faith is a digital Christian organization with chapters in 36 countries - 144 nationally and 74 internationally.

RESULTS

SOLUTIONS

OBJECTIVES

Ai Advertising – Case Study - Epic Charter School

Epic is Oklahoma’s fastest-growing educational group. As a consequence, it has not only attracted a legion of loyal supporters, students, and families, but also detractors within the media and the public education system from which Epic has sourced a large number of students seeking a more effective provider. AiAdvertising was engaged by Epic to help better understand public attitudes towards charter schools and towards the Epic brand, as well as to help to promote Epic’s core values and to dispel any falsehoods or misconceptions around its increasingly popular education model.

Epic Charter Schools is Oklahoma’s leading charter school group, providing

a blended model of online learning and one-to-one instruction to students statewide.

To better understand the broad and diverse audience of Christians to better target and communicate with them depending on where they are in their journey.

To promote Reasonable Faith's mission, as well as grow and nurture their follower base.

To deploy hyper-targeted advertising campaigns that leveraged insights from personas to drice more engagement with Reasonable Faith and increase their donations.

UNDERSTAND

PROMOTE

CONVERT

Objectives

AiAdvertising deployed the Ai Ad Platform and unique processes to address these objectives. Below are the elements that uniquely contributed to the success of the campaign.

SOLUTIONS

I.

DATA INSIGHTS

Backed by behavioral psychology, our research process leverages data and provides a rich level of statistical depth and reporting. Leveraging AI to understand the hundreds of digital data points that each consumer creates, we deduce consumer aptitude, persona characteristics, persuasion tactics, and motivations from client’s first-party data. Sources include their customers’ social media activity, customer and product reviews, plus brand and product specific micro and macro trends.

For Reasonable Faith, AiAdvertising leveraged their first-party customer data to better segment an audience as broad and diverse as Christians across the world. The result was four specific key personas that varied in motives for engaging with Reasonable Faith and the teachings of Dr. Craig. With this information, AiAdvertising produced campaigns that were more relevant and actionable.

II.

PERSONA DEVELOPMENT

At the core of the Ai Ad Platform are the personas that it identifies and defines. The behavioral identities are developed to solve for who we should be talking to, how to communicate with them, and the media most likely to drive a meaningful action.

For Reasonable Faith, the Ai Ad Platform identified four persona types each with their own unique triggers and insights that motivated them to engage with the brand and Dr. Craig. People come to Reasonable Faith trying to better understand Christianity through a philosophical or technical approach while others seek to validate and affirm their zeal for the faith.

ADVERTISING ACTIVATION

Our omni-channel activation offers dynamic technology and the latest innovations in targeted advertising on computer, mobile, smart TVs, and digital out-of-home screens.

For Reasonable Faith, AiAdvertising examined previous campaign creative and recommended enhancements to increase effectiveness. We found that many of the individuals resonated with themes from previous ads but we leveraged the recommendations from the Ai Ad Platform to create new and more resonate ads. Post launch, AiAdvertising evaluated the new creative and clear winners were identified. By using tailored messages and images aligned with where the individual was in their journey and what motivated them, the Ai Ad Platform increased engagement and conversions. The new persona specific art, validated against our Creative AI, yielded double digit improvements in Reasonable Faith’s media spend.

III.

IV.

MEASUREMENT & INSIGHTS

The Ai Ad Platform offers interactive dashboards that provide full transparency into each campaign and its success. The dashboards provide a breadcrumb trail between ad creative and tangible results giving our customers the knowledge and insights to make more informed decisions.

For Reasonable Faith, personalized dashboards were developed to measure cost per engagement with the objective of reducing costs.

By deploying personalized strategies and predicted ads through the Ai Ad Platform, Reasonable Faith saw a minimum cost reduction of 22% and up to a 78% in savings. AiAdvertising was able to lower average cost per engagement allowing Reasonable Faith to do more with their established budget thus driving up to 78% more clicks with the same investment.

RESULTS

By deploying personalized strategies and creativity, the new creative and content was more relevant to the audience and increased conversion while reducing costs for Reasonable Faith.

$0.70

$1.08

$0.30

$0.48

49%

22%

78%

65%

AiAdvertising was able to reduce the average cost per engagement, allowing Reasonable Faith to do more with their established budget. Four personas were developed with Reasonable Faith’s first party data. Debbie Defending, Phil Philosophy, Gary Grieving, and Zed Zealous. Before Reasonable Faith implemented hyper-personalized ads targeting individual audiences, their cost per result was $1.39. Below is the cost reduction that the Ai Ad Platform achieved for each persona:

INCREASED CONVERSIONs and impact

COST PER RESULT

% REDUCTION

reduced cost per engagement through hyper-personalized ads

AVERAGE COST REDUCTION

OVERALL, REASONABLE FAITH SAW A MINIMUM COST REDUCTION OF 22% AND UP TO A 78% SAVINGS WHILE INCREASING BRAND AFFINITY AND ENGAGEMENT.

Outerwear, Product, Jaw, Sleeve, Gesture, Font

Nose, Hair, Product, Jaw, Sleeve, Gesture, Font, Rectangle, Line

WORKING WITH AIADVERTISING IS MORE THAN JUST A TRANSACTION, IT’S A PURE PARTNERSHIP. THEIR TEAM IS NOTHING LESS THAN EXCELLENT IN THEIR EXECUTION, COLLABORATIVE IN THEIR CREATIVITY AND PASSIONATE IN THEIR PURSUIT OF RESULTS FOR THEIR CLIENTS. WHEN WE FIRST STARTED WITH AIADVERTISING WE WERE HESITANT AS IT WAS OUR FIRST TIME WORKING WITH AN EXTERNAL AGENCY, BUT AFTER OUR FIRST PROJECT WE KNEW IT WAS A FIT. NOT ONLY DID WE SEE INCREDIBLE RESULTS (25% INCREASE IN EVENT ATTENDANCE YEAR OVER YEAR), BUT THEIR INVESTMENT INTO US AS A CLIENT AND BRAND WAS EXCEPTIONAL. FROM THE FIRST KICKOFF MEETING, THEY WERE ALL IN AND FULLY SURRENDERED TO ACHIEVING THE RATHER LARGE (AND QUICK) GOALS SET. SINCE THEN, THEY’VE GONE ABOVE AND BEYOND IN THEIR APPROACH TO ENSURE OUR GOALS AND EXPECTATIONS ARE EXCEEDED. 10/10, I WOULD HIGHLY RECOMMEND AIADVERTISING”... BUT ONLY IF YOU’RE LOOKING TO BLOW YOUR GOALS OUT OF THE WATER.

– Mikel Howard, Director of Marketing