How we reached Pakistani communities across 20+ global clusters for one of Pakistan's most important education NGOs — using precision geo-targeting that no traditional agency could execute.
The Challenge
TCF needed to reach Pakistani donors and supporters living abroad — in the UK, UAE, US, Canada, Saudi Arabia, Australia, and beyond. Traditional fundraising relied on word-of-mouth and email lists. Digital advertising had been tried but with generic targeting that wasted budget on non-Pakistani audiences.
The challenge: reach Pakistanis specifically, in countries where they represent a fraction of the total population, at a CPM that makes charitable budgets viable.
The Solution
We built a diaspora geo-targeting strategy using MediaSmart DSP to map Pakistani residential and commercial clusters in 20+ cities across 6 continents — from Southall in London to Little Pakistan in Houston, from Dubai's Pakistani neighbourhoods to Toronto's Mississauga belt.
Targeting layered location data with language signals (Urdu-language content consumption), device data, and behavioral indicators (Pakistan-origin news sites, remittance app usage) to create a high-confidence Pakistani diaspora audience without relying on demographic self-identification.
Campaign creative ran in Urdu and English, adapting the message for donation intent vs. awareness by geo cluster. UK and UAE clusters received donation-first creative. US and Canadian clusters received awareness-first creative with a softer ask.
Key Results
20+
Global Clusters Reached
Pakistani diaspora only — zero broad targeting waste
Audience Precision
Urdu + English creative variants
Languages
UK, UAE, US, Canada, Australia, Saudi Arabia, and more
Markets
Client
The Citizens Foundation (TCF)
Format
Programmatic Display + Video (Geo-Targeted)
Market
Global Pakistani Diaspora
Partner
MediaSmart DSP
Year
Nov 6, 2025
Key Insights
