Client Overview: ChangeRoots: A political platform that works to end toxic partisanship by giving its users power to influence politicians by donating either to them or to their rival candidates based on what politicians stand for.
A new mission that had challenges in driving users to its platform and getting people to become a part of the mission to end toxic partisanship.
Strategy: When we started with ChangeRoots, we had a lack of prior customer data and a new ad account, coupled with the complicated process of getting Political Authorization from Facebook to run political ads. This led us to begin testing with interest & behavior-based targeting to identify users with political, power, and social activism interests or specific political behaviors. At the ad level, we tested engaging ad copy and ad creative combinations to deliver the message in the best way possible.
Our initial campaign run was to collect email sign-ups as a waiting list before the app launch. We then created app install, as well as landing page-to-app store campaigns to increase overall app installs of the new ChangeRoots app.
Prior to the app launch, we integrated the app with Branch.io tracking - a mobile growth platform that was used for tracking a user’s journey within the app. Audiences were later expanded into lookalikes following the growth of the custom app audiences.
Lead Gen Campaigns:
App Install Campaigns: