Engineering 1,200% Growth Through High-Efficiency Stewardship

HCBN Indonesia operates with a critical mission: broadcasting the Gospel across Indonesia’s vast archipelago of over 17,000 islands. While their satellite television network had established a strong foundation, their digital footprint was significantly underutilized.

Despite the massive potential of the Indonesian digital landscape, the organization faced a “connectivity gap.” Their YouTube presence was stagnant, hovering around 17,900 subscribers, limiting their ability to nurture a community beyond the reach of traditional television.
The challenge was twofold:

1. Scale Awareness: Rapidly expand the digital audience to rival their satellite reach without an enterprise-level budget.
2. Stewardship of Resources: Demonstrate extreme cost-efficiency to ensure donor funds translated directly into measurable impact.

HCBN needed a partner who could turn a modest monthly ad spend into a scalable engine for mass acquisition.

Christian Digital Network (CDN) deployed a “Stewardship-First” paid media strategy, focusing on high-volume acquisition at the lowest possible cost per conversion. We moved away from sporadic boosting and implemented a rigorous Top-of-Funnel (ToF) acquisition engine.

1. The “Volume vs. Value” Audience Segmentation

   We utilized data to split our targeting into two distinct strategic lanes:
   • The Awareness Engine (Volume): We targeted the 25–34 age demographic to drive massive traffic and scale, accounting for nearly 40% of all traffic.
   • The Donor Development Pipeline (Value): We identified a “Power Audience”—Females aged 35–44—who demonstrated the highest retention and return on investment. This insight allowed us to prioritize budget toward the demographic most likely to support the mission long-term.
2. Extreme Cost Optimization

   By rigorously testing ad creatives and optimizing bidding strategies on YouTube, we drove the Cost-Per-Subscriber (CPS) down to historic lows. While the non-profit industry standard for acquisition typically ranges between $0.50 and $2.00, we aimed to break the “ten-cent barrier.”
3. Infrastructure for Retention

   Recognizing that views are vanity metrics without engagement, we utilized the influx of traffic to clean up the video library and prepare the channel for a strategic pivot in 2026: moving from Acquisition (getting them to click) to Attribution (getting them to stay and support).