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Case Studies


Lumina Foundation Talking About Race Quiz Downloads

Campaign for Instagram

Challenge

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

Solutions

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

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

Execution

Ingested and analyzed all Facebook Campaign copy to against target audiences.

Optimized creative for alignment.

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

Results

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

  • AVG View Rate lift was 141% compared to baseline.
  • Optimized creative outperformed baseline 66% of the time to drive downloads (conversion goal).

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