What We Did
Provided with access to the client’s Facebook page, we were able to create audiences from their Facebook engagement for retargeting along with lookalikes for prospecting purposes.
We set up re-targeting of previous engagers and fans of the page (11,000 likes) utilised historical data that was readily available and helped to qualify users. This core audience then served as the basis for a lookalike audience.
We also asked the Children’s Ground for a list of common interests or attributes across previous donors to inform interest-based targeting audiences. Areas of interest targeted included:
- Indigenous performers
- Left-leaning political parties and associations
- Charities and not-for-profit organisations
- Social justice
Through targeting a niche of closely related interests, we narrowed the potential reach for an otherwise large cold audience, while using interests to qualify users for this cause.
We also optimised the campaign for link clicks, to generate a high volume of traffic for the Children’s Ground. Since there was a lack of visibility on users’ actions once on the site (due to being no Tag Manager/Pixel installed).
Users who engaged with the ad then transitioned into the retargeting audience for additional conversion opportunities.