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TRANSCRIPT
HARNESSING THE POWER OF SOCIAL MEDIACASE STUDY: INTERNATIONAL ANTI POACHING FOUNDATION
A LITTLE ABOUT ME
Digital strategy and communications at Amnesty International Australia
Digital fundraising and innovation at Australian Red Cross
Digital strategy at Pareto Fundraising
INTRODUCING IAPF
An incredible animal protection organisation split between Australia, Zimbabwe, South Africa and the USA.
IAPF train rangers to defend high-risk wildlife against illegal poaching.
They work to protect animals like elephants, rhinos, pangolins, and lions.
THE PROBLEM
Despite consistently impressive press coverage, IAPF’s revenue and regular giver recruitment remained low.
The Brief
To raise money for The Akashinga – an all-female ranger unit, who recruit and empower disadvantaged women.
2 STEP CAMPAIGNSTHE BEST* WAY TO RAISE MONEY ONLINE
1. Lead Generation
Deepen engagement with a supporter-centric narrative of impact and change
Prompt secondary action if possible
2. Donor conversion
Build relationship
2 STEP CAMPAIGNSTHE BEST* WAY TO RAISE MONEY ONLINE
1. Lead Generation
Deepen engagement with a supporter-centric narrative of impact and change
Prompt secondary action if possible
2. Donor conversion
Build relationship
IAPF’S ASSETS
• Incredible stories
• Wonderful photos
• Access to rangers
STORYTELLING AS ‘LEAD GENERATION’
1. Tell powerful stories
2. Ask for support
Step 1: Use video to build a retargeting audience.
Step 2: Retargetand convert.
Ad set optimisationSkewing spend to best performing ads in an ad set (metric = CPL)
Campaign optimisationSkewing spend to best performing ad
sets in a campaign (metric = CPL)
OUR TESTS
We posed two questions with this campaign:
1. Can good story-telling stand in for ‘traditional’ lead generation?
• IE: Can it deliver leads at a sustainable cost, and will they convert?
2. Can Instagram compete with Facebook in converting leads into donors?
CAN STORYTELLING GENERATE LEADS?
Lead Gen Campaign 1
Lead Gen Campaign 2
IAPF Storytelling
Leads 54,281 133,394 270,168
Cost Per Lead*$0.42(Email)
$0.64(Email)
$0.02(10s video view)
* Figures are media-spend only.
THE LONG TERM VALUE OF LEADS
10.1%
20.0%
14.5%
10.4%
7.9%
6.1%
3.9% 3.2%2.0%
1.1% 0.7% 0.7% 0.6% 0.6%
18.2%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
0
100
200
300
400
500
600
Day 0 0-2weeksafter
2-4weeksafter
4-6weeksafter
6-8weeksafter
8-10weeksafter
10-12weeksafter
12-14weeksafter
14-16weeksafter
16-18weeksafter
18-20weeksafter
20-22weeksafter
22-24weeksafter
24-26weeksafter
26+weeksafter
Perc
enta
ge
Days difference
45% of first time gifts that came after initial lead acquisition came 6+ weeks
after lead acquisition.
CAN STORYTELLING GENERATE DONORS?
Lead Gen Campaign 1
Lead Gen Campaign 2
IAPF Storytelling
Cost Per SG $41 $85 $101
Cost Per RG $58 $339 $251
Figures are media-spend only, and onlyrefers to online conversions.
CAN STORYTELLING GENERATE DONORS?
Lead Gen Campaign 1
Lead Gen Campaign 2
IAPF Storytelling
Cost Per SG $41 $85 $101
Cost Per RG $58 $339 $251
Figures are media-spend only, and onlyrefers to online conversions.
Facebook introduces their poorly thought-out ‘Political
Advertising Restrictions’
CAN STORYTELLING GENERATE DONORS?
Lead Gen Campaign 1
Lead Gen Campaign 2
IAPF Storytelling
Cost Per SG $41 $85 $101
Cost Per RG $58 $339 $251
Step 1 - - -
Cost Per SG - - $167
Cost Per RG - - $349
Figures are media-spend only, and onlyrefers to online conversions.
THE VERDICT
1. You can build a cost-effective, qualified audiences using video.
2. You may be able to video retargeting audiences into donors at a reasonable cost-per-acquisition.
3. It may be worth testing direct-to-donation campaigns driven by effective video story-telling content.
CAN INSTAGRAM COMPETE WITH FACEBOOK?
Facebook AdsInstagram
AdsInstagram
Stories
CPC $2.55 $4.54 $4.29
CPA $170 $297 $812
THE VERDICT
Facebook ads were most effective for converting new leads to donors, but we should consider:
• This was a fairly small sample size.
• The fact that the majority of ‘leads’ were acquired through Facebook might skew results.
• We have found Instagram as a cost-effective supplement to Facebook for lead generation.
BONUS ROUND!
5 tests in 60 seconds
LINK IN COPY VS. NO LINK
Link No Link
LINK IN COPY VS. NO LINK
CPC: $3.02CPA: -
CPC: $2.04CPA: $99
COPY ON IMAGE VS. NO COPY
Copy on image No copy
COPY ON IMAGE VS. NO COPY
CPC: $5.19CPA: -
CPC: $7.76CPA: -
Not enough data
BUTTONS: LEARN MORE VS DONATE NOW
Button: Learn more Button: Donate now
BUTTONS: LEARN MORE VS DONATE NOW
CPC: $2.27CPA: -
CPC: $4.01CPA: -
CAROUSEL VS. SLIDESHOW
Carousel Slideshow
CAROUSEL VS. SLIDESHOW
CPC: $2.83CPA: $96
CPC: $2.85CPA: --
Everyone wins!
IG BUTTON: LEARN MORE VS SIGN UP
Button: Learn more Button: Sign up
IG BUTTON: LEARN MORE VS SIGN UP
CPC: $5.65CPA: $265
CPC: $4.62CPA: $337
Inconclusive
PRINCIPLES
1. Test everything
2. Build insights
3. Test again
Create
AnalyseRefine
