social media marketing
Case Study
lead generation
As an employee, I designed and launched the first ever Facebook Ad Campaign for an organization looking to generate leads for a highly selective and unique employment opportunity.
Teams
Public Affairs
Operations
Sales
Categories
Social Media Marketing
Lead Generation
The numbers
The leads from this campaign blew the lid off of all expectations! Best of all, I was able to provide the organization with a lot of best practices to move forward.
This campaign ended up being the most efficient and successful lead-producing campaign in the history of the organization, according to the marketing supervisor. We learned that one audience stood out, and that future campaigns on this platform should be aimed at them.
- Cost per lead – $1.78 vs. $833 goal
- Leads generated – 1400 vs. 3 goal
- Applications generated – 4 vs. 0 Goal
Leads generated
Applications
Days of celebrating leads!
Creative Process
This case was unique because a campaign like this had never been attempted due to red-tape with payment account management and assumptions about the audience not being present on the platform.
I Chose to start with a broad campaign to see who responds best and inform strategy going forward.
The most difficult part of this was getting buy-in from stakeholders and then determining a goal. Previous campaigns on different platforms had been costly and did not show an ROI.
Also, due to the nature of the organization, we did not directly own a website or have a way to place pixels which impacted the creative direction and campaign design.
Timeline
One month administration and creative development and a 90-day campaign.
Strategy
Launch a broad campaign with Facebook Lead ads to a wide audience to see which types of leads respond well and shape future paid social media efforts.
Creative Production
I leveraged the sales team’s prior knowledge with the public affairs team’s branding guidance to create ads that would resonate with our target audience.
Audience
Highly-qualified young professionals looking for an adventure, not just a career.
Campaign Execution
The campaign was launched with a $2500 budget to be spent over 3 months, and needed to produce at least 3 leads to be successful. Here’s how it worked:
Ad Delivery
Leads Downloaded
Leads Passed to Sales
Sales Contacts Leads
Leads Agree to Application
Other Recent Work
Check out more examples of my work:
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