A leading global CPG brand implemented Zefr Max blocklists for Meta across campaigns
And successfully shifted from the Limited → Moderate Inventory filter, significantly improving brand suitability and unlocking greater reach.
The Objective
The brand wanted to avoid alignment with misinformation and hate speech without sacrificing scale.
The Solution
The brand launched two separate campaigns.
Campaign #1 used Zefr’s suitability measurement to develop baselines, and applied pre-bid exclusions to block all High Risk categories, as well as select Medium Risk categories.
For Campaign #2, the global brand tested a more customized list of blocking categories to see the impact on brand suitability and performance.
Results
Despite a platform-wide rise in unsuitable impressions, the brand maintained suitability across all campaigns. By addressing specific concerns around Misinformation and Hate Speech with Zefr’s fully implemented block lists, the brand achieved category suitability of 99.9%.
