Transforming a Legacy Broadcaster into a Multi-Platform Digital Powerhouse

Adventist World Radio (AWR) is a global broadcasting ministry that delivers Christian programming in more than 100 languages. For decades, it has reached remote and restricted regions through shortwave radio and national broadcast networks, with a mission to share the gospel where access is limited.

Although AWR had an extensive library of high-quality audio and video content, its digital presence did not reflect the scale of its broadcast reach. Three main challenges limited growth:

• Content Format Misalignment: Most digital content was long-form and archive-based, which performed poorly as platforms increasingly favored short, vertical video formats such as Shorts and Reels.
• Fragmented Channel Strategy: Content was distributed across multiple YouTube channels (Main, Unlocking Bible Prophecies, and Spanish) without clear audience focus, leading to inconsistent posting and diluted channel identity.
• Overdependence on Paid Promotion: Some regional channels, particularly the Spanish channel, relied heavily on advertising to maintain viewership. This created unstable performance and made it difficult to assess true organic audience growth and retention.

AWR needed more than ad management. They needed a long-term digital strategy that connected their traditional broadcast strengths with sustainable digital growth.

Christian Digital Network (CDN) partnered with AWR to redesign their digital approach, focusing on clarity, consistency, and measurable growth.

1. 1. Content Modernization and Repurposing

      CDN restructured how existing content was used. Instead of treating archives as static material, we identified strong moments from legacy programs such as Miracle Stories and Amazing Prophecies and repackaged them into short, vertical videos.

      This approach allowed AWR to publish consistently on YouTube Shorts and Reels without increasing production costs, while aligning content with current platform behavior.

   2. Channel Structure and Audience Focus
      Each digital channel was given a clear purpose:
      • • AWR Main Channel: Focused on brand presence, testimonies, and supporter-facing content.
        • Unlocking Bible Prophecies (UBP): Dedicated to evangelistic and seeker-focused Bible teaching.
        • Radio Mundial Adventista (Spanish): Reviewed in depth to correct overreliance on ads and strengthen organic audience growth.

      This separation reduced audience confusion and improved content relevance across channels.

   3. Targeted Advertising Approach
      

      CDN replaced broad, unfocused advertising with clearly defined audience targeting across Google Video Ads and Meta platforms. Campaigns were designed to reach new, relevant viewers rather than maximize impressions.

      Performance was measured using unique viewers and watch time to ensure ads were contributing to real audience growth. In regions such as Russia and Central Asia, where platform restrictions exist, CDN adapted by using alternative networks and localized landing pages to maintain reach.

   4. Unified Reporting and Performance Visibility
      To support informed decision-making, CDN implemented a centralized reporting system using Looker Studio. This allowed leadership to see how paid promotion affected organic performance across platforms and identify areas where ad spend was compensating for weak organic engagement.