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.
