Case Study: Heifer International achieves rapid social responsiveness and increased engagement with Adobe Analytics

Heifer International, raising awareness across social audiences

Heifer International, a global non-profit founded in 1944, needed to raise awareness for its programs and optimize cross-channel social and web marketing to boost reach, engagement, and giving. To understand which audiences and content drive awareness and donations, Heifer adopted Adobe Analytics (as part of Adobe Marketing Cloud) along with Adobe Social and Adobe Target to deliver, measure, and optimize social conversations and content calendars.

Using Adobe Analytics together with Adobe Social and Adobe Target, Heifer automated tagging, publishing, and reporting to trace social-to-site customer journeys and tie activity to KPIs. Adobe Analytics helped the team respond to more than 90% of social comments within two hours (most within 20 minutes), improve global engagement and awareness, and rapidly launch targeted campaigns—such as disaster relief and holiday giving—that increased reach, traffic, and giving.

Heifer International

Maegan Clark

Social Media Manager