SimiSleighs Foundation
An international nonprofit founded by Nigeria’s first winter Olympian, building a better world for girls and women through sports
The Ask
SimiSleighs Foundation was founded by Simidele Adeagbo, Nigeria’s first winter Olympian. Not only has Simi achieved her Olympic dreams, she has made history several times along the way! SSF is her way of empowering women and girls to achieve their own dreams, whether in sports or elsewhere.
SSF came to us for help in scaling up their efforts. First, in driving awareness of the organization and its programs. And second, in increasing donations that will fund their two flagship initiatives—on-the-ground leadership programs for adolescent girls and athlete grants for other female Olympic hopefuls.
Creative + Video Editing
The Project Mayon team was tasked with creating a 60s sizzle video + two 15s cutdowns for use in paid social ads. With an upcoming leadership program only days away, we quickly developed a shot “wishlist” for the on-the-ground team in Nigeria to capture what we would need. Within weeks, we delivered the finished video assets.
In addition, Project Mayon created several static social ads using photos from past events and workshops.
Social Media Advertising
Project Mayon executed SimiSleighs Foundation’s first three paid media campaigns, from setup to optimization to reporting on the results. Each campaign ran on both Facebook and Instagram, reaching potential donors and grant applicants via a variety of ad placements and formats. By employing a “Test and Learn” approach, we were able to gain valuable learnings on what works for SSF without a large budget.
We tested several different audience segments to narrow in on those who would be most interested in SimiSleighs Foundation, and tested both video and static creative to compare impact and costs with each format.
Paid Search (SEM)
Project Mayon helped SSF register for Google Ad Grants—a program that allows nonprofits to get access to free Google Search ads on an ongoing basis. Once approved, Project Mayon set up multiple campaigns in Google Ads in order to maximize the value of the grant, which can range from a few dollars per month to up to $10,000 per month in free ad spend for the largest nonprofits.
The Results
Even with a small media budget, the paid social campaigns were able to reach over 21,000 people and generate 1,370 clicks to the SSF website.
The Google Ad Grant campaigns continue to scale up, already generating over $200 USD in value in month 1 and driving over 100 additional site visits by people in a high-intent research mindset.
"We're incredibly grateful for the expertise and support provided by the Project Mayon team to the SimiSleighs Foundation. Their digital marketing prowess, video production skills and insightful consultation have truly elevated our organization's presence and impact. Thanks to their pro bono work, we've been able to raise awareness for our foundation in ways we never thought possible. We highly recommend their services to any organization looking to make a positive impact in the world. Thank you Project Mayon for all that you do!"
— Simidele Adeagbo, Olympian, Founder and CEO of the SimiSleighs Foundation