Case Study: Heifer International achieves rapid social response, higher engagement, and increased giving with Adobe Target

Heifer International, raising awareness across social audiences

Heifer International, a global non-profit, faced the challenge of raising awareness and driving engagement across social audiences while also measuring which content and channels best encouraged sharing and giving. To address this, the organization adopted Adobe Marketing Cloud—including Adobe Social, Adobe Analytics and Adobe Target—to better deliver, measure and optimize cross-channel social conversations and content timing.

Using Adobe Target as part of the integrated Adobe Marketing Cloud, Heifer implemented publishing, tagging, listening/moderation, and A/B/multivariate testing to tailor messages, automate reporting and rapidly engage audiences. The effort helped Heifer respond to more than 90% of social comments within two hours (most within 20 minutes), boost global awareness and engagement, improve campaign timing for holidays and disaster relief, and tie social interactions directly to reach, engagement and giving goals.

Heifer International

Maegan Clark

Social Media Manager