GoFundMe, DEPT®, and Nextdoor worked together to coordinate campaign planning, creative recommendations, and optimizations during the run. Video Sponsored Posts were shown in the newsfeed to neighbors who had previously donated to a GoFundMe within the last two years. The video showed how acts of kindness in local communities collectively help millions and change the world. Three versions of a 30s video and three versions of a 60s video were tested to optimize for performance, along with three different copy variations. Ads that had a lower CTR during the run were paused to push spend to the best performers.