Case Studies

Header Case Header Mobile Case

Lumina Foundation “Talking About Race” Quiz

Instagram Campaign


Identify cost-effective ways to attract values-defined audiences and and convert them to completing Lumina’s racial equity self- assessment quiz. Create and validate a marketing and engagement funnel via a series of tests that identifies the most productive positioning, language selection, and targeting.


Applied ValuesFinder™ algorithm to target customers using data about brand affinities, interests, values, and behavior.

Developed ad positions with discrete audiences aligned to Pluralytics values-based audience definitions.


Ingested and analyzed all Instagram campaign copy to measure against target audiences.

Optimized creative for values-alignment with targets.

Targeted creative to custom values segments on Instagram and compared performance to baseline.


For every values-defined audience, values-optimized ad copy resonated most with its intended audience and outperformed the baseline in both CTR and in content downloads.

  • AVG View Rate lift was 128% compared to baseline.
  • Optimized creative outperformed baseline 66% of the time to drive downloads (conversion goal).


Unlock the potential of your words

Let us help you build deep connections, understand language with scientific precision and hit the mark in every communication.