I wrote copy for targeted ads that appeared on The New Yorker’s website promoting The Floating Hospital’s biggest fundraising event, . Their click-through-rate performed well above the industry average (.20% CTR compared to industry average of .08% CTR).
Even with a small amount of text to work with, I communicated three aspects of the event:
1) The spirit of the event
2) Why people needed to be there
3) The philanthropy driving the event