Case Study: The Meth Project achieves 7x higher engagement and up to 88% lower CPA with Outbrain

The Meth Project - Customer Case Study

The Meth Project, a nonprofit program of The Partnership for Drug-Free Kids, partnered with agency The Kepler Group to promote research-based prevention content to teens (13–17) in five key states. Faced with a limited budget, a sensitive topic and the need to reach a niche, geo-targeted audience, they sought a more efficient alternative to traditional display advertising to drive meaningful engagement on MethProject.org.

The agency used Outbrain’s content discovery network to amplify videos, articles and interactive content, running state-specific campaigns and optimizing headlines with Outbrain’s copywriting team. The campaign delivered far higher engagement—over 7× (28.05% vs. 3.86%)—while cutting cost-per-click by 73% and achieving up to an 88% lower CPA (about $1–2 vs. $5–8 for other display buys), with teens spending more time and viewing more pages on the site.

The Meth Project

Courtney Hunter

The Meth Project