Case Study – Amnesty – March 2017
We used AdWords search, display and Facebook ads to increase petition signatures by 532%
Amnesty International Canada is a world leader in the fight for human rights. Catalyst manages many of their advertising campaigns with campaign goals for donations and book club sign ups. In this campaign, our focus was to get more signatures for one of Amnesty International’s petitions.
Three recent campaigns for Amnesty International Canada were directed at gaining petitions from the general public. Catalyst Advertising built the following campaigns
- Search ad campaigns,
- display campaigns for branding;
- Facebook ads for social awareness.
We created effective text ads for the search campaign with a clear call to action to entice viewers to sign the petitions. Image ads were created for branding awareness and to encourage people to offer their support.
Over a 6 month period, all three campaigns did exceptionally well. The three campaigns to get signed petitions resulted in a 532% increase in total petitions signed.
AdWords display ads generated a 19% increase in visits vs. the prior year, and organic visits increased by 2% overall vs. the prior year.
In Facebook, social engagement was outstanding – 56% of all page likes, 30% of all post reactions, and 23% of all people taking actions, was a result of these ads. The petition ad campaigns in Facebook also brought in 60% of all paid Facebook link clicks during the 6 month period.