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10th Hour Productions is a Catholic non-profit developed by The Ministry of the Wild Goose and 4PM Media to create and support meaningful Catholic media with high-quality production matching that of highly-funded secular productions.
Over the years, 10th Hour Productions has cultivated a loyal following of viewers and donors who have been blessed by their many powerful stories and films, including the renowned series The Wild Goose. When they created a beautiful new series, My father's Father, they felt called to share this powerful message with an even wider audience.
10th Hour had a vision to bless more viewers than ever before with My father’s Father, a new documentary series about God’s paternal love for us. The series had the potential to reach far beyond their existing audience with its timely, evangelistic message. But, 10th Hour needed a way to spread awareness of the series.
After auditing their digital strengths and opportunities, we identified a need for an accurate tracking solution across their multiple websites, a digital advertising plan to expand their reach, and email push and automation strategies to engage their existing and newly acquired audiences.
Lacking proper tracking for goals such as “new leads” or “donations”, our team implemented advanced GA4 tracking architecture for both our teams to gather and analyze data for this current campaign and future ones.
We executed a digital advertising campaign that focused on introducing a new Catholic audience to My father’s Father, with the goal of having users sign up for a free account on WildGoose.TV to watch the series.
In addition to the digital ad campaign, we created an email marketing calendar that guided the 10th Hour Productions team to send specific call-to-action (CTA) focused emails to engage their audience at opportune times.
Finally, we implemented two automated email series that first introduced the brand of 10th Hour, their new series, and their mission, then asked the most engaged contacts to support 10th Hour with an ongoing donation.
My father’s Father proceeded to launch into the market with a splash. Not only were we able to bring in a new audience to sign up to watch the series, growing their audience list by 30%... but we were also able to increase donations by 500% in new donations in under two months.
My father’s Father proceeded to launch into the market with a splash. Not only were we able to bring in a new audience to sign up to watch the series, growing their audience list by 30%, through messaging and marketing strategy, but we were also able to increase donations by 500% in new donations in under two months. The new automated emails saw incredibly strong open rates at an average of 59% in the welcome campaign and 70% for the donation campaign.