- Washington Post Audience Curation
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Washington Post Audience Curation
Driving Environmental Advocacy Through Site Retargeting
The Alaska Wilderness League partnered with Canopy to support their high-profile April 2022 Climate Forests advocacy initiative. A primary campaign objective was to retarget approximately 2,000 highly engaged website visitors who had been served ads from The Washington Post encouraging them to visit a dedicated Earth Day petition: https:// www.climate-forests.org/earth-day-petition
The first step was to add a site retargeting pixel to the Earth Day petition. This allowed us to collect user audience data from The Washington Post’s April client Forest Campaign. This data was then used to retarget landing page visitors with a followup display site retargeting campaign in May.
The campaign initially retargeted a primarily Washington D.C. based audience segment who had expressed interest in agriculture and environmental conservation and could be identified from their interaction with The Washington Post campaign.