Facebook and Instagram Strategy Summary

How the Ad Council partnered with Llama Lead Gen to create one of the largest digital marketing campaigns in history.

Discover how Llama Lead Gen worked with the Ad Council to inform and educate vaccine hesitant audiences about the COVID-19 vaccine and drive traffic to reputable sources from which to conduct research in one of the largest digital marketing campaigns in history.

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With nearly 2.91 billion users, Facebook remained the king of social media in 2021. When you couple that the overall campaign goal of reaching audiences that tend to lean more conservative and underrepresented minorities, it was determined that over 50% of the overall campaign budget be allocated to Facebook awareness and retargeting campaigns.

Total Spend
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This strategy was divided into three phases across three phases of campaigns:

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Phase I

A high level awareness campaign targeting four main audiences: Conservatives, Black Americans, and Hispanic Americans, with broken out niche cohorts of micro campaigns for each.

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Phase II

A high level awareness campaign targeting young adult parents, Black Americans, and Hispanic Americans. Additionally, a strategy targeting Essential Workers was added with the goal of encouraging increased vaccination rates and encouraging empathy for vaccine hesitant groups.

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Phase III

In Phase III we’ve taken the learnings from Phases I and II to optimize copy, creative, and refined our targeting strategy even more to obtain improved metrics. Retargeting campaigns were developed to increase the amount of visibility and touchpoints with the overall campaign.

Overall results

$4,500,000

budget

553,744,490

impressions

$7.80

CPM

Cost-Per-Thousand Impressions

$0.10

CPV

Cost-Per-View

0.37%

VTR

View-Through Rate

$1.14

CPC

Cost-Per-Click

0.71%

CTR

Click-Through Rate

919,145

site
sessions

$3.77

Cost Per Site Session

42%

Bounce Rate

0:20

Session Duration

Campaign highlights 

Due to the overall importance of Facebook and Instagram as channels and the diverse messaging required to effectively reach out intended audiences, the Facebook campaign was divided into several campaigns. We focused primarily on traditional awareness campaigns and also expanded into more nuanced approaches with influencer and retargeting campaigns.

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Phase I

Duration

Four Months

January - April, 2021

Audiences

Focused on three main demographics: rural conservatives, Black Americans, and Hispanic Americans.

Campaign Details

8 Campaigns

9 Ad Sets

30 Ads

Additional Notes

Awareness campaigns targeting Conservative audiences. Ads included interests around sports, country music, among others.

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Phase II

Duration

Five Months

May - September, 2021

Audiences

Focused on young adults, parents, Hispanic Americans, and Black Americans.

Campaign Details

22 Campaigns

31 Ad Sets

181 Ads

Additional Notes

Awareness campaigns with introduction of View Views and Traffic objectives. Promotion of health experts and Pope Francis for the Catholic Church.

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Phase III

Duration

Six Months

September - February, 2022

Audiences

Focused on developing and optimizing the previous two campaigns and prioritized specific states based on levels of hesitancy toward the vaccine.

Campaign Details

7 Campaigns

10 Ad Sets

56 Ads

Additional Notes

Optimized for most receptive audiences. Targeting was focused on Rural/high hesitancy areas, as well as retargeting campaigns. Included FDA/Delta, and Sesame Street creatives.

0.79%

Highest Overall Click Thru Rate

$0.07

Lowest Overall Cost Per View

41%

Lowest Landing Page Bounce Rates

CPC: $1.00

Retargeting Campaign

CTR: $2.91

Retargeting Campaign

Optimization success as the Phase 3 campaigns performed significantly better than Phase 1 we could see that our optimization efforts were proving to be effective. 


Additional Touchpoints often result in additional engagement. We’ve found that when a prospect sees an ad 5+ times the chances of a click and conversion increases dramatically. In this campaign a click thru rate of 2.91% was a huge win overall.

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Phase 1 CPC: $2.56

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Phase 3 CPC: $0.71

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Phase 1 CTR: 0.93%

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Phase 3 CTR: 1.20%

Ad sets targeting Hispanic demographics, produced in Spanish, consistently performed well across all ad sets - no matter the message or creative used.

Top performing creatives

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Phase I

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Former Presidents :60

  • Amount Spent - $150,277
  • Impressions - 6,461,834

  • Ad Clicks - 60,219

  • CPC - $2.56

  • CTR - 0.93%

Duration

Three Months

January - March, 2021

Audiences

Focused on niche audiences to target primarily conservative, evangelical, and Black/Hispanic audiences

Campaign Details

7 Campaigns

10 Ad Sets

62 Ads

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Phase I

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Pope Francis - Spanish Speaking - Unity Across The Americas :60

  • Amount Spent - $10,000

  • Impressions - 9,430,039

  • Ad Clicks - 450,662

  • CPC - $0.05

  • CTR - 2.07%

Duration

Six Months

April - September, 2021

Audiences

Focused on parents with children between the ages of 5-11 and 12-17. This demographic was broken into racial segments of Black and Hispanic, as well as geographic state segments. Essential Workers were also added to this campaign.

Campaign Details

10 Campaigns

18 Ad Sets

62 Ads

Additional Notes

Broadened the audience from Phase 1 and added essential workers to the target group.

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Phase III

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FDA & Delta - Spanish Speaking - Delta SPA :15

  • Amount Spent - $38,851

  • Impressions - 4,525,421

  • Ad Clicks - 54,398

  • CPC - $0.71

  • CTR - 1.20%

Duration

Five Months

October 2021 - February 2022

Audiences

All audiences who interacted with previous ad campaigns.

Campaign Details

1 Campaign 

8 Ad Sets

127 Ads

Additional Notes

This retargeting campaign utilized video ads, influencer campaigns, and general retargeting ad sets.

CPC: $1.00

Retargeting Campaign

The second lowest CPC behind the TikTok campaigns.

CTR: $2.91

Retargeting Campaign

The CTR of the Tier 2 Retargeting Ad Sets was significantly higher than all campaigns. In fact, the next closest campaign was Facebook Tier 1 at 0.79%, which is also very good.

Additional Touchpoints often result in additional engagement. We’ve found that when a prospect sees an ad 5+ times the chances of a click and conversion increases dramatically. In this campaign a click thru rate of 2.91% was a huge win overall.

Best performing campaigns

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Phase I

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Presidents Video :60

  • Amount Spent - $12,326

  • Impressions - 5,865,101

  • Ad Clicks - 17,083

  • CPC - $0.92

  • CTR - 0.29%

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Phase II

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Parents 5-11 - Behind The Curtain :30

  • Amount Spent - $38,384

  • Impressions - 2,303,561

  • Ad Clicks - 25,860

  • CPC - $1.48

  • CTR - 1.12%

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Phase III

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Anabelle Martinez - SPA :15

  • Amount Spent - $6,804

  • Impressions - 331,204

  • Ad Clicks - 9,649

  • CPC - $1.00

  • CTR - 2.91%

Facebook post click metrics

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919,145 Website Sessions

171,979 All-Platforms Average

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22,298 FAQ Views

4,641 All-Platforms Average

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0:20 Average Session Duration

0:19 All-Platforms Average

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2.4% FAQ Conversion Rate

1.3 % All-Platforms Average

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2.3 Pages Viewed Per Session

1.9 All-Platforms Average

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Although the COVID-19 Vaccine Education campaign was still fairly new when Llama Lead Gen team was onboarded, I think it’s fair to say that we have had fantastic success with this campaign. The campaign has far and away exceeded expectations. To date, the campaign has generated $3.68M in spend, 497.7M impressions, 148.7M users reached, and 732.4K sessions to the website.

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Rasheia Harris

Digital Media Director @ Ad Council

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