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Case Study

MusicPortland Bridge’s Digital Campaign Success

MusicPortland Bridge

MusicPortland Bridge is a nonprofit dedicated to empowering the local music community through advocacy, collaboration, and funding support for independent artists. In January 2022, they launched the first-ever Portland Music Month to celebrate local talent and generate donations for year-round artist support.

Industry: Nonprofit / Arts & Culture

Location: Portland, Oregon

Project Scope: Multi-channel campaign, Google Search & Display, Meta Ads, donation-focused strategy

Solution Provided: Deksia designed a digital campaign that combined Google Search & Display with Meta platform ads to build awareness, drive attendance, and increase donations. When Omicron forced cancellations, the strategy pivoted from promoting event attendance to emphasizing donations—ensuring MusicPortland Bridge could still achieve its mission.

The Challenge

Launching Portland Music Month during the Omicron surge presented major challenges. With events at risk and attendance uncertain, MusicPortland Bridge needed a campaign that could adapt quickly while still meeting fundraising and community goals.

The Solution

  • Event Promotion to Donations: Shifted the campaign’s focus from event attendance to donation appeals as the pandemic disrupted live events.
  • Multi-Channel Strategy: Deployed targeted Google Search & Display campaigns alongside Meta Ads to maximize reach.
  • Community-Centered Messaging: Positioned MusicPortland Bridge not only as an event organizer but as a community advocate, reinforcing its long-term mission of supporting independent musicians.

The Results

Despite a turbulent 6-week campaign window, the results exceeded expectations:

  • 746,000 total impressions achieved across platforms

  • Meta CTR: 1.92% — 384% above industry average (0.5%)

  • Google Display CTR: 0.74% — 370% above industry average (0.2%)

  • Google Search CTR: 3.11% — 155% above industry average (2%)

This agile pivot allowed MusicPortland Bridge to remain impactful, meeting its donation goals and reinforcing its role as a committed community leader.

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