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Looking Back to Move Forward

A Case Study

Our goal

Promote Lumina Foundation’s video series, Looking Back to Move Forward, to help educate policymakers and their aides on the history of federal student aid in the U.S.

About Lumina Foundation

Lumina Foundation is an independent, private foundation that is committed to making opportunities for learning beyond high school available to all. The foundation envisions a system that is easy to navigate, delivers fair results, and meets the nation’s need for talent through a broad range of credentials. Their goal is to prepare people for informed citizenship and for success in a global economy.

The Situation

Lumina Foundation discovered that most lawmakers writing education policy weren’t aware of America’s long and winding history of federal student aid. So, they developed a six-part video series to educate policymakers and their aides on the history of student loans to help fill the gap in institutional memory across congressional and committee staffers, in the hopes of better preparing them to write tomorrow’s laws. They came to us to help promote the video series and make sure it was seen by all the right audiences across the country.

Strategic Approach

  1. Looking Back to Move Forward is laser-focused content intended for a very specific audience. We used in-depth audience targeting through digital advertising campaigns to make sure the right people saw the right message.
  2. We also knew that, while the intended audience would already be interested in this content, we still needed to make the design and functionality beautiful and engaging in order to stand out and keep people interested.

What We Did

Well Done worked with Lumina Foundation to develop a campaign strategy and all of its accompanying creative elements. We:


After a two-month campaign, Lumina reached millions of people and drove thousands of the right visitors to the website, as indicated by the quality of traffic that came through digital ads.





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The Bottom Line

The success of the Looking Back to Move Forward campaign was due in large part to the very compelling video series that Lumina created. But the results also depended on creating equally compelling ads and an engaging platform for people to explore a complex subject. And it required that we reach a very niche audience with a very specific message. The combination of excellent creative and data-driven targeting made this a very successful campaign for Lumina.

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