Background
Yad Vashem, the World Holocaust Remembrance Center based in Israel, conducts educational programs, international conferences, and cultural events year-round. Promoting these initiatives requires a careful, dignified approach across multiple global audiences.
When Mashrokit Digital began work, the institution faced a dual challenge. They needed to manage sensitive digital campaigns, but their underlying tracking infrastructure was unreliable. Broken pixels, unrecorded conversions, and ad rejections hindered their ability to reach their audience and make data-driven decisions.
The work
The first step was a complete overhaul of the measurement systems. We implemented updated tracking solutions, repaired broken conversion tags, and set up custom events. Simultaneously, we worked directly with Google support to secure official ticket seller certification for Yad Vashem, allowing previously rejected ads to run. To ensure full transparency, we built a centralized dashboard that generates automated weekly reports and created lead-sync automations for their international educator conferences.
With a reliable data foundation in place, Mashrokit Digital runs multi-platform campaigns alongside the client's in-house team. This includes Google Search, Display, Video, and Meta platforms. We promote international awareness initiatives like "Truth Matters" alongside local cultural events. Every campaign is continuously optimized while maintaining a respectful, non-aggressive tone that aligns with the institution's core values.
Ongoing scope
Our ongoing work involves managing paid campaigns across search, display, and social networks. We handle daily optimization to maintain high relevance and accurate targeting for each initiative. Additionally, we provide continuous technical support, maintaining the tag management systems and data automations to give the management team a clear, secure view of their digital performance.
What transfers
Public institutions often inherit fragmented tracking systems and face strict compliance hurdles on major ad platforms. Rebuilding a reliable data infrastructure is a necessary first step before optimizing public ad spend. Furthermore, this case demonstrates how to effectively promote sensitive or solemn initiatives using data-driven targeting without resorting to aggressive marketing tactics.
Results & Impact
The rebuilt infrastructure established a stable and effective digital presence. The cultural concert campaign generated hundreds of relevant clicks with a high click-through rate, while theater and educational campaigns saw strong engagement. Most importantly, the client's internal team reported a consistent increase in public response and event attendance compared to previous years, achieved without compromising the institution's dignified tone.