Organise.Network's U.S. Growth Strategy with Facebook & Instagram Ads
Client: Organise.Network
Service: Paid Social Ads
Organise.Network is a UK-based startup focused on grassroots advocacy and mobilization. Their goal was to expand their presence in the U.S. market, targeting individuals passionate about social justice and workers' rights.
The results:
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19% decrease
cost per sign-up
26% increase
click-through rate
Cost per petition sign-up decreased from $1.00 to $0.81.
Click-through rate (CTR) increased 26%.
Facebook generated high engagement and petition signers.
Increase awareness and petition sign-ups in the U.S.
Test various messaging strategies to determine the most effective copy.
Set up and optimize conversion tracking to accurately measure ad effectiveness.
Understand costs for sign ups and reduce it through rigorous testing.
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The Challenge:
Strategy :
Audience Targeting & Campaign Setup
Developed targeted Facebook and Instagram ad campaigns focused on workers’ rights:
The closing of post offices
Poor working conditions at Amazon, Walmart, and Starbucks
Advocacy for blue-collar workers' rights
Segmented audiences based on interests, demographics, and behaviors aligned with social activism.
A/B Testing & Performance Optimization
Conducted extensive A/B testing on:
Ad copy variations to determine which messaging resonated most.
Imagery and creative assets to improve engagement.
Audience segments to identify the most responsive groups.
Implemented conversion tracking to measure petition sign-ups generated from Meta ads.
Performance Insights
Identified which ad copy generated the highest Click-Through Rates (CTR) and engagement.
Compared conversion rates between Facebook and Instagram, leading to platform-specific optimization.
Discovered the most cost-effective strategies to drive petition sign-ups.
Implementation:
Key Takeaways:
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Data-Driven Decision Making:
A/B testing allowed us to refine messaging and audience targeting, leading to a lower Cost Per Acquisition (CPA).
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Platform Optimization:
Facebook and Instagram performed differently, allowing us to allocate budget more effectively based on conversion data.
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Actionable Insights:
By tracking conversions, we provided valuable insights into the most effective channels and ad creatives for advocacy campaigns.
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Conversions:
With testing audiences and creatives, we were able to generate petition sign ups at $.81 each.
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Engagement:
Ads generated thousands of comments, shares, and likes.
The conclusion:
Through strategic Facebook and Instagram advertising, Organise.Network successfully gained traction in the U.S., increasing petition sign-ups while lowering acquisition costs. This campaign provided a scalable model for future advocacy efforts in new markets.
