The Objective
- The brand wanted to avoid alignment with misinformation and hate speech without sacrificing scale.
Case Study
A Global Brand Improved
Brand Suitability And Reach
By Utilizing Zefr Custom Blocklists for Meta
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.
A leading global CPG brand + Zefr
Overview
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.
When Shifted from Limited → Moderate Inventory filter
The Results
+16%
Increase in reach
+24%
Improved suitability
99.9%
Increase in safety
The CPG Brand Successfully Avoided Misinformation Content
After Full Implementation of Zefr Blocklists
The CPG Brand Successfully Avoided Hate Speech Content
After Full Implementation of Zefr Blocklists
