Digital Media Strategy, Creative and Social Media Content Production; Social Media Advertising
Call2Recycle’s “Avoid the Spark” battery fire safety education campaign in New Jersey launched amid a spike of dangerous waste fires in the state. Not only did it want to improve awareness of proper battery disposal habits among New Jersey citizens, it also wanted to direct New Jerseyans to the Call2Recycle website to learn about the campaign and find a nearby drop-off site. Securing earned media coverage for the announcement would be difficult with so few informational or creative assets and no real-world event, thanks in part to COVID, so we needed to get creative, but we had less than a week of notice to prepare.
Proof Strategies identified ads on Facebook (Call2Recycle’s most developed channel) as the most promising strategy. Proof created 2 ads with very simple yet approachable and people-centric language and visuals. The geographic targeting was intentionally broad (across the state of New Jersey), but a secondary layer of targeting by interests (specifically, recycling and environmental issues) narrowed the promotion to only those in New Jersey who were most likely to engage in battery recycling. Proof Strategies wrote the ad posts, captions, and graphic content, coded the ads for tracking, designed the graphics with our creative team, and managed the ad trafficking and flighting process, within a matter of days.
The ads performed exceptionally—above average across the full list of metrics. It generated 4,120 clicks to the campaign website, with an average click-through rate of 3.12% (nearly 5x the industry standard of 0.65%).
Facebook scored both ads in the campaign as above average due to this high rate of interaction—which includes impressive results for even the two most-difficult-to-achieve types of Facebook engagement: shares (235) and saves (137). The ads also performed well with the other metrics, garnering 317 post reactions and 36 comments, which were largely thoughtful, and generated intelligent conversations. These audience comments and questions provided key insights into our messaging and social media strategy, and also provided Call2Recycle with the audience support to go to their contacts in the New Jersey government and push for change in how they communicate around battery recycling.
The ad performance was so strong that the cost of the ads decreased, with one ending the campaign at just 25 cents per click, allowing us to serve the ads more and make a far bigger impact within our limited budget. The reach of the Facebook page increased by 6500% during this time, and the ads resulted in 4,367 website sessions. The analytics from the tracking also provided a unique view into our audience and guided optimization to future campaigns and campaign websites.