Case Studies

THE STORY

Teacher-created classroom solutions

THE CHALLENGE:

Reaching teachers and parents

THE APPROACH:

Using a three-phase strategy

To meet its campaign goals, Really Good Stuff built a three-phase Facebook ad strategy. In phase one, the team used the video views objective to drive brand awareness among teachers, and in phase two, it chose the conversions objective to encourage teachers to sign up with Wishing Well and create Wish Lists. In phase three, the team used the conversions objective to encourage contributions from parents. Really Good Stuff partnered with its agency, JumpFly, who managed the strategy and executed the campaigns.

An example of video ad creative from the phase one and two campaigns featured a fourth-grade teacher who enthused: “I just started my first Wishing Well project two days ago and checked this morning and $500 of it was already funded. That’s about 25% of the entire project. This is awesome, you need to use it!” 

In phase three, the team ran video and photo ads. An example was a photo ad in carousel format, where each carousel card explained the process, such as: “Find Wish Lists by school name, teacher, grade, subject, zip code or interactive map” and “Feel the impact your donation has made with updates from the teachers you support.”

In phases one and three, Really Good Stuff showed ads to US adults aged 21 and over, including parents of kids aged 3–17 and people interested in charities, early childhood education, teachers and classroom supplies. In phase two, it showed ads to website visitors and people who had viewed video ads during phase one. The team used automatic placements to allow Facebook to deliver ads across all placements based on which were most likely to drive the best campaign results at the lowest cost. It also used campaign budget optimization to automatically distribute the budget across the best-performing ad sets in real time.

THE RESULTS:

Learning about great results