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Free Library of Philadelphia Drives Engagement With Targeted FB/IG Campaigns

This case study analyzes two Facebook and Instagram (FB/IG) advertising campaigns run by the Free Library of Philadelphia. It explores the effectiveness of targeted campaigns in driving event attendance and website traffic.

The Challenge

Generate interest and drive attendance for a free event about hip-hop culture. Increase website traffic to a page with information on celebrating Native American Heritage Month.

The Solution

Developed targeted FB/IG ad campaigns for each event:

  • Hip-Hop Event: Targeted people in Philadelphia County interested in hip-hop. Free Library of Philadelphia hosted a panel where Philly’s own Lady B discussed the impact Philadelphia has had on the world of hip-hop and a block party celebration with music, dance, and art.
  • Native American Heritage Month: Targeted people in Philadelphia County interested in Native American culture with an awareness campaign on how the community can celebrate.

Campaign 1: Hip Hop Panel With Lady B

Objective:

Increase attendance for a free event celebrating Philadelphia’s impact on hip-hop culture.

Target Audience:

People in Philadelphia County interested in hip-hop.

Campaign Details:

• Budget: $200
• Duration: 19 days

Results:

  • Event Responses: 277
  • Reach: 4,815
  • Impressions: 7,420
  • Click-through Rate (CTR): 12.48%
  • Cost per Click (CPC): $0.04

Analysis:

This campaign achieved a high CTR (over 12%) at a low cost per click. The targeted approach successfully reached a relevant audience, generating a significant number of event responses (277) for a free event.

Campaign 2: Native American Heritage Month

Objective:

Drive website traffic to a page with information on celebrating Native American Heritage Month.

Target Audience:

People in Philadelphia County interested in Native American culture.

Campaign Details:

• Budget: $300
• Duration: 16 days

Results:

  • Clicks: 4,500
  • Reach: 39,227
  • Impressions: 80,647
  • Click-through Rate (CTR): 5.58%
  • Cost per Click (CPC): $0.07

Analysis:

This campaign generated significant clicks (4,500) at a reasonable CPC, driving website traffic to the library’s educational content.

Overall Learnings:

  • Targeted FB/IG advertising is a successful strategy to reach specific audiences within Philadelphia County.
  • High click-through rates indicate strong audience interest in the promoted events and content.
  • Strategic budgeting and audience selection lead to cost-effective campaigns.

Conclusion:

Both FB/IG advertising campaigns achieved their goals within budget. The targeted campaigns effectively reached the desired audiences, generating significant interest and website traffic.

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Campaign 1: Hip Hop Panel With Lady B - Objective

The objective of the Hip Hop Panel with Lady B was to increase attendance for a free event that celebrated Philadelphia's rich contributions to hip-hop culture. By focusing on a culturally significant event, the campaign aimed to engage local communities and highlight the library's role in fostering discussions around important cultural themes. Ensuring a clear objective allowed the team to create targeted advertisements that resonated with the interests of potential attendees.

Additionally, the campaign aimed to create a sense of community and excitement around the event, encouraging attendees to participate in a larger conversation about hip-hop's impact. This objective not only sought to promote the event but also aimed to elevate the library's visibility as a hub for cultural discourse. By aligning the event with community interests, the library expected to enhance its outreach and strengthen connections with the local hip-hop community.

Campaign 1: Hip Hop Panel With Lady B - Target Audience

The target audience for the Hip Hop Panel with Lady B primarily consisted of individuals in Philadelphia County who have a keen interest in hip-hop culture. This included not only younger demographics who actively engage with hip-hop music and events but also older generations who have grown up with the genre. By narrowing the target audience, the campaign was able to establish a focused marketing strategy that appealed specifically to hip-hop aficionados.

Understanding the demographics of the target audience was crucial in crafting relevant messaging and selecting appropriate advertising platforms. The campaign leveraged demographic insights to tailor content that reflected the interests, values, and behaviors of potential attendees, making for a more compelling marketing strategy. Engaging with this specific audience increased the likelihood of a successful turnout and fostered deeper community engagement.

Campaign 1: Hip Hop Panel With Lady B - Campaign Details

The campaign for the Hip Hop Panel with Lady B was executed with a budget of $200 over a period of 19 days. During this time, ads were strategically placed on Facebook and Instagram to maximize reach and engagement among the target audience. The campaign utilized eye-catching visuals and compelling copy that not only informed viewers about the event but also encouraged them to participate.

In addition to the standard advertisement formats, the campaign employed targeted retargeting strategies to keep the event top-of-mind for users who engaged with the ads. This multifaceted approach was designed to build anticipation and excitement leading up to the event. By carefully managing the campaign's details, the library aimed to optimize attendance and ensure that the event would resonate with the community.

Campaign 2: Native American Heritage Month - Objective

The objective of the Native American Heritage Month campaign was to drive website traffic to a dedicated page containing information about the observance and related resources. This campaign aimed to educate the public on the importance of this heritage month while also promoting related events and programming offered by the library. By focusing on education and awareness, the library sought to foster a greater appreciation for Native American culture within the Philadelphia community.

Furthermore, this objective not only intended to inform but also to encourage engagement with educational content available at the library. By effectively channeling traffic to the webpage, the campaign would facilitate a more engaged audience that could utilize the library's resources for learning and growth. This approach highlighted the library's commitment to promoting cultural awareness and diversity through its programming.

Campaign 2: Native American Heritage Month - Target Audience

The target audience for the Native American Heritage Month campaign was designed to include a broad range of individuals interested in cultural heritage and education. This demographic encompassed families, educators, students, and community members who value learning about diverse cultures and histories. By addressing this wide audience, the library aimed to generate interest from various sectors of the community.

Understanding the importance of cultural sensitivity, the campaign prioritized messages that honored and respected Native American cultures. Engaging this audience required careful crafting of content that resonated deeply with their values and perspectives. By creating an inclusive outreach strategy, the library hoped to promote not just a celebration of heritage but also foster ongoing conversations about cultural identity and awareness.

Campaign 2: Native American Heritage Month - Campaign Details

The campaign targeting Native American Heritage Month was rolled out with a budget of $300 and lasted for 16 days, strategically promoting various educational resources on the library’s website. This included creating eye-catching graphics and informational posts that piqued the interest of potential visitors. The focus was on delivering clear, compelling calls to action that would encourage individuals to learn more about Native American cultures.

Utilizing both Facebook and Instagram for this campaign allowed for a broad reach and effective engagement. Targeted ads were crafted to ensure that the right demographics saw the promotional content, enhancing the chances of clicks and website visits. The well-planned campaign details contributed significantly to its success in increasing traffic and raising awareness about the Native American Heritage Month initiative.