Case Studies

Stanislaus County Transportation Tax

While similar measures in Democratic counties failed, we pursued an aggressive social media campaign rooted in local, authentic videos shared organically by grassroots activists and grasstop influencers.

Our digital presence, coupled with an unprecedented coalition building effort, garnered the endorsement of the Stanislaus County Republican Party. As the only self-help local sales tax measure in California to garner true bi-partisan support, we defied expectations and delivered the victory to cut traffic, fill potholes and rebuild aging bridges.

Jacqui Irwin

As the Democratic caucus’ highest priority, we successfully managed Irwin’s  campaign to flip a Republican seat in deep-red Thousand Oaks. Assemblymember Irwin, a rocket scientist by training, is now a leading voice in cyber-security and a respected consensus-builder in the Assembly.

Assemblymember Rob Bonta

In the most expensive primary in the Assembly, we beat two well-funded opponents by focusing on Rob’s commitment to ending the plague of gun violence. A Yale-trained lawyer, Bonta is now a leader in criminal justice reform, cannabis regulation and is the first Filipino-American ever elected to the California Legislature.

California Proposition 61, The Drug Price Relief Act

Endorsed by Bernie Sanders, we managed a $2.7 million digital advertising budget in the most expensive initiative in US history.

Noah Phillips

A 20 year prosecutor, Noah Phillips is a leading advocate for crime victims. In this video, Jamie describes Noah’s work on behalf of victims of domestic violence.

High-Speed Rail

A website that moves. We managed the initial launch of the CA High Speed Rail Authority’s digital presence.

Save Lives California, Prop 56

SUMMARY

Since the launch of the Save Lives CA Coalition, we have grown the Facebook page by 28,647 likes. We also used Twitter and Google Search ads to increase awareness around the campaign’s launch. The toplineresults from these efforts are detailed below and the Facebook ads are compared in greater detail in the detailed report.

TOPLINES

Facebook | $38,841 spent of $38,841

Paid likes*: 30,364 Cost per like: $1.07 Impressions: 1,755,149 Clicks: 43,359

CTR: 2.47%

Twitter | $8,340 spent of $8,340

Impressions: 441,900
Engagements (RTs, clicks, favorites): 5,042 Engagement rate: 0.78%
Cost per engagement: $0.99

Google | $941 spent of $941

Impressions: 48,387 Clicks: 95
CTR: 0.20%
Cost per click: $8.42

* The reason you have more paid likes earned from your campaign than the total change in likes overall is likely due to losing some likes from the prior campaign.

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DETAILED REPORT:

Facebook Like Ads

Our Facebook like ads have been steadily growing the page likes and optimizing for the lowest-possible cost per like along the way. We have segmented our ads into five separate targeting groups, each with four separate ads. Below is a detailed report on how the ads have performed across these segments:

Audience:
We used four targeting groups for these like ads:

Look-Alike Universe: This targeting group makes use of Facebook’s modeling technology totarget users who share attributes with those who currently like the page.

Liberals: This targeting group targets liberals based on interests and professed political beliefsaccording to Facebook’s demographic targeting.

Data-Matched: This includes the users we were able to match from the campaign’s providedmember lists.

Friends of Likes: This is just as it sounds: the friends of people who currently like the page. This targeting group automatically grows as our likes grow.

Cancer: This targeting group was added mid-campaign and focused on those with interests around cancer prevention, treatment, and support.

Here’s how our targeting segments performed across a variety of key indicators:

Over the entire lifetime of the campaign:

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Targeting Group

Page Likes

Cost per Like

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CTR

page2image2957280

Look-Alike

7,699

$1.04

page2image2952352

2.32%

Liberals

7,150

page2image3754464

$1.12

page2image3755920

2.10%

Data-Matched

2,087

$1.71

1.47%

Friends of Likes

9,416

page2image3741152

$0.82

page2image3741776

page2image5846832

3.97%

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Cancer

4,012

$1.26

page2image5878240

1.95%

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Prior results from our midway progress report:

Targeting Group

Page Likes

Cost per Like

CTR

Look-Alike

5,003

$0.89

2.810%

Liberals

4,517

$1.00

2.450%

Data-Matched

2,023

$1.65

1.528%

Friends of Likes

7,390

$0.83

3.861%

Ad Creative:

We used four slightly different pieces of creative for ads targeting each of the segmented universes. Here are the ads:

Ad1 Ad2

Ad3 Ad4

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Here’s how the four creative pieces are performing, comparatively:

Over the entire lifetime of the campaign:

Prior results from our midway progress report:

Creative

Page Likes

Cost per Like

CTR

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Ad1

3,642

$1.20

page4image5013216

2.13%

Ad2

2,347

$1.16

2.13%

Ad3

page4image5002912

15,948

$1.00

2.29%

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page4image5012880

Ad4

8,427

$1.10

page4image5007840

2.50%

Creative

Page Likes

Cost per Like

CTR

Ad1

page4image5012432

3,428

$1.18

2.218%

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Ad2

1,672

$1.07

2.246%

page4image5001904

Ad3

9,780

$0.92

page4image2912032

2.958%

Ad4

4,056

page4image3742816

$0.88

page4image3743440

page4image3744272

2.965%

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Twitter

We ran the following promoted Tweets on the day of launch, in addition to ads promoting the Twitter account itself.

Promoted Tweet

Impressions

Engagements

Cost per Engagement

page5image1761280

106,123

1,512

$1.57

page5image1761504

252,872

3,200

$1.37

page5image1761728 page5image5022960

7,633

48

page5image5022512

$1.47

page5image1761952

13,801

115

$1.54

Google Search

We ran these Google search ads based on a variety of related subjects and keywords, starting on the day of the launch.

CONCLUSIONS
Considerations for the next round of online acquisition:

>> Continue the focus on Facebook

While Twitter and Google search ads are good for ambient awareness, Facebook continues to show its potential for supporter activation and engagement. It also continues to provide the best bang for the buck when compared to the cost of fleeting impressions from Twitter and Google search. On Facebook, the money we spend acquiring likes lasts in the form of our ongoing ability to communicate with our fans.

>> Simple, clear messaging works

The highest-performing creative by FAR featured the post text “Save lives. Fight cancer. Stand with us.”Simple and to the point, this branding focused on solving a problem we can all get behind and didn’t gettoo bogged down by the details. This creative garnered far more likes than any other ad (15,948) and had the second-lowest cost per like.

>> Friends of Friends targeting was incredibly effective

For a political issue like this one that doesn’t have the clear Party line factions we’re used to, people needendorsements from people they trust – their friends. That’s why we believe the “friends of ‘Likes’”targeting was so incredibly effective here. People don’t recognize the coalition enough to inherently trust it, but if the can see that friends they trust and admire already like it, they’re on board! The mostincredible stat on this segment was the much, much lower cost per like rate it garnered, at $0.82.

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