# A Global Brand Improved Brand Suitability And Reach

By Utilizing Zefr Custom Blocklists for Meta

## A leading global CPG brand implemented Zefr Max blocklists for Meta across campaigns

And successfully shifted from the Limited → Moderate Inventory filter, significantly improving brand suitability and unlocking greater reach.

A leading global CPG brand + Zefr

## Overview

### The Objective

- The brand wanted to avoid alignment with misinformation and hate speech without sacrificing scale.

### ZEFR'S SOLUTION

### The Solution

- The brand launched two separate campaigns.
- Campaign #1 used Zefr’s suitability measurement to develop baselines, and applied pre-bid exclusions to block all High Risk categories, as well as select Medium Risk categories.
- For Campaign #2, the global brand tested a more customized list of blocking categories to see the impact on brand suitability and performance.

## The Results

+16%  
### Increase in reach

+24%  
### Improved suitability

99.9%  
### Increase in safety

## The CPG Brand Successfully Avoided Misinformation Content

After Full Implementation of Zefr Blocklists

## The CPG Brand Successfully Avoided Hate Speech Content

After Full Implementation of Zefr Blocklists

## Navigate Chaos. Capture Growth.