Food Bank of Central Louisiana
Email Acquisition Campaign
Services
- Campaign Strategy Services
- Campaign Development Services
Platform
- Constant Contact
- Meta Ads Manager
Client Objective
The objective of this acquisition campaign was to increase the Food Bank of Central Louisiana’s email list. The FBCenLA first cleaned up its email list in Constant Contact by archiving contacts that had a bad email address or had hard-bounced multiple times. Then DGD was hired to create downloadable content and set up Meta ads.
Our Solution
We began the project by understanding the types of content that appeal to people in Central Louisiana. After a few discovery sessions with the client, we landed on a few ideas: Cookbook, Gardening Resources, BINGO Card, and a family-friendly activity book.
Once we designed and finalized each downloadable content, we set up the audience list, wrote the ads, and sourced images for the Meta ads. Within the audience list, we created three main groups: Lookalike Group, Engaged Group, and Interest Group. For the Lookalike Group, we uploaded FBCenLA’s existing email list to Meta, and created a lookalike group from the list. The Engaged Group included FBCenLA’s Meta followers and users who visited their website via Meta Pixel. The Interest Group included Meta users who met our specific targeted interest criteria, such as the Food Network and nonprofit organizations.
When we set up the Meta ads, we ensured Dynamic Creative was toggled on. When it’s turned on, Meta will automatically generate combinations of the headlines, primary texts, and images that you uploaded, optimized for your audience. Variations may include different formats, templates or audio based on one or more elements.
Six months later, after testing all the downloadable content, the Gardening Resources download generated the most email addresses. Specifically, it received a total of 502 brand new email addresses with merely a $500 Meta ad budget.
Project Highlights
brand new email addresses
sets of Meta ads audiences
professionally-designed downloadable content were created
impressions were recorded across all the Meta ads
The Results
The results from the acquisition campaign were stunning. Within six months, we received a total of 942 new email addresses, which was a huge jump from where FBCenLA started. FBCenLA was also left with professionally designed downloadable content that they can reuse as stewardship pieces for their existing constituents.
