Super Fan Marketing Increases Governor’s Campaign Donations By 65%
CASE STUDY: Industry-First Facebook Lead Engagement Rankings Power All-New Targeting Solutions
SocialCloser supports Facebook marketers with industry-first lead engagement AI that drives more leads, lower-cost ad campaigns, and new sales. Hundreds of billions are spent on Facebook ads, yet 90% of engaged leads are being ignored because they can’t be retargeted. Plus, the Facebook cost per lead is up 52% over the last two years. SocialCloser’s individual lead engagement tracking AI produces industry-first lead rankings, all-new ad audiences, retargeting campaigns, and over 20% lower ad costs.
Goal
Use lead engagement rankings to identify the candidate’s most engaged, loyal brand advocates as the catalyst to share campaign messaging and offers.
What if you could rank everyone engaging with your Facebook page in priority order? What if you could create Facebook custom and lookalike audiences from your most engaged Super Fans? What if you could create an online army of your most engaged, brand-loyal supporters?
Read on to see how Barry Hurd achieves all this as the Chief Digital/Marketing Officer at Salience Data, a Seattle-based business intelligence, and marketing solutions team of experts using tech + competitive intelligence solutions to maximize results on both sides of the benefits/risks equation.
“SocialCloser provided the exact donor intelligence we needed to identify our candidate's core audience of influencers and catapult the results of our marketing efforts.”
-Barry Hurd, Chief Digital/Marketing Officer at Salience Data
Problem
The gubernatorial candidate was facing an incumbent with over 5 times the donations and resulting marketing budget.
“We needed to ignite a word-of-mouth campaign from our candidate’s most fervent loyalists who had a significant platform on social media to influence other voters,” Barry Hurd said. “We had in place all the messaging that energized voters in our party, but we lacked the means to identify those who were the most loyal, vocal, and present on Facebook, where we needed to focus our efforts—and overcome the competitive disadvantages with our out-funded campaign war chest.”
Strategy
Use individual engagement rankings from the candidate’s Facebook page in combination with top donor lists to re-market to the most engaged and active donors.
- Use SocialCloser to identify the top 10,000 fans based on levels of engagement with the candidate’s Facebook page.
- Use public records to create a list of donors in priority order of their financial contributions.
- Compare the two lists to develop a combined list of super-engaged, heavy donors with a following on Facebook —and demonstrated their propensity to be vocal in favor of the candidate.
“We created re-marketing and loyalty programs for this group of Facebook Super Fans that were Facebook influencers within their communities,” said Hurd. “SocialCloser gave us the ability to create unprecedented and unfair advantages with digital word-of-mouth reach.”
"With SocialCloser’s Facebook engagement data and rankings, it proved to be the key to our donation successes.”
-Barry Hurd, Chief Digital/Marketing Officer at Salience Data
When Hurd devised the campaign’s outreach strategy, he knew that the only chance of success against such lopsided campaign funding would come from donor intelligence that the opposing candidate’s campaign simply didn’t have access to. “SocialCloser really was the secret sauce that allowed us to create a competitive advantage in voter targeting that the political world and quite frankly the entire marketing industry had never been able to feasibly access before.”
Results
65% increase in donations while being out-spent in the market vs. the opposing candidate by a factor of more than 5:1.
- Engagement-based rankings identified the most engaged, loyal supporters.
- When combined with donor lists, the campaign now had access to all-new supporter audience retargeting capabilities.
- Low-cost retargeting strategies extended the campaign's marketing funds.
The campaign used individual engagement rankings from the candidate’s Facebook page in combination with top donor lists to re-market to the most engaged and active donors.
The retargeting of Super Fans created a ripple effect that triggered the Facebook algorithm, creating organic reach that touched editors covering the race from the other side of the country.
"The candidate’s political stances and loyal supporters in combination with SocialCloser’s Facebook’s engagement data were a powerful and successful combination.”
-Barry Hurd, Chief Digital/Marketing Officer at Salience Data
