Raising ROAS Over 1,000% With Human Rights Campaign | Agital
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Google Search ROAS.

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Meta ROAS during Pride Month 2024.

Human Rights Campaign

Human Rights Campaign (HRC), the leading organization fighting for LGBTQIA+ rights, has spent 40 years creating the most powerful movement for equality in the US. HRC’s goal is to ensure that all LGBTQIA+ people (with extra focus on those who are trans, people of color, and HIV+) are treated as full and equal citizens across our country and around the world. 

REQ, an Agital company, began working with the HRC in 2018 to optimize their online store, one of their leading avenues for raising money and awareness. What began as a conversion optimization project has grown into a multi-year trusted partnership. 





Marketing Mix

Paid Search (Google, Amazon), SEO, Reporting & Analytics, Paid Social (Meta, TikTok) 

The Challenges

  • Optimize HRC’s online store to increase conversions. 
  • Audit analytics, SEO, and UX for shop.hrc.org. 
  • Manage and optimize paid media strategy. 
  • Drive sales through Meta, TikTok, paid search, and Amazon.

“Our partnership with REQ has been very successful, improving our organic search and monthly revenue. Their team is skilled and confident in their work. They conducted a detailed audit in order to create and implement an effective strategy.”

Brad Mayer
Senior Director Consumer Marketing, Human Rights Campaign 

The Solution

At kickoff, our team audited HRC’s analytics setup for shop.hrc.org, performed a search engine optimization (SEO) audit, and conducted user testing to understand how people visited and ultimately converted online.  

Based on our findings and an understanding of their marketing team’s needs, we established a new analytics framework, tagging format, and reporting dashboard to better track campaign performance. In addition to analytics support, we also developed a paid media strategy and a digital advertising media plan and continue providing ongoing management of platforms including Facebook, Instagram, and Google Search.

Today, we continue to manage, optimize, and drive sales through Meta (Facebook and Instagram), TikTok, Amazon, and paid search, including Google Search. Note that all HRC’s creative is produced in-house by their talented team. 

“Before working with REQ, Human Rights Campaign’s online shop ran Google Ads as well as social media ads, but we did not see great results until we started working with REQ. They clearly know something we do not know. REQ took a holistic approach to understanding our objectives and created an online ad strategy that delivered.”

Don Kiser
Senior Director Creative, Human Rights Campaign 

The Results

On Facebook and Instagram, HRC’s holiday campaigns have experienced returns on ad spend (ROAS) as high as 703%. On Google Search, ROAS surpassed 1,000%! 

The initial project between Human Rights Campaign and Agital (REQ) became a multi-year partnership that continues to this day. We are honored to continue supporting HRC, including their Pride Month 2024 campaign!  

Want to get amazing results like these?

Whatever marketing challenges you’re facing, Agital makes a profound impact that reverberates across your business. 

What We Do for Human Rights Campaign

Advancement through holistic marketing support and strategy.


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