We had a short-term goal for the first six months of 2019 to increase awareness of the Museum as it was being built and to ultimately drive donations among qualified target audiences.
Critically important: Generate excitement for the one-of-one destination in the United States prior to the grand opening in spring 2020.
To support this effort, our team developed a comprehensive paid social strategy that created a journey from awareness to engagement to conversion. During the awareness phase of the campaign, objectives focused on maximizing reach and encouraging users to follow the USOPM social accounts. High-performing remarketing and lookalike audiences were built based on these engaged users. In the final phase of the campaign, the conversion phase, the high-performing audiences and website traffic objectives were utilized to drive users to the website and generate donations.
Results
Paid social efforts across all three phases led to a total of 1,852,284 impressions, 31,086 link clicks, and 939 donation button clicks.
The awareness phase reached 206,302 unique users and led to 1,258 page followers across Facebook, Instagram and Twitter.
The engagement phase of the campaign generated 6,445 post engagements at the lowest cost per action ($0.17) and highest click-through rate (2.38%) among all campaign objectives.
Finally, the conversion phase led to 30,513 link clicks and 855 donation button clicks, or 91% of all donation button clicks driven by paid social media. Many of these donation button clicks were due to utilizing a high-performing lookalike audience based on users who engaged with posts during the engagement phase, which led to 691 donation button clicks at an exceptional 15.42% goal conversion rate. This conversion rate is second only to targeting users within a one-mile geofence of the Olympic Training Center, which generated a 20.69% goal conversion rate.
