*Commitments via website button and Groundwire chat service
Groundwire wanted to increase the exposure of the gospel to more youth and young adults and subsequently see an increase in professions of faith.
Because youth and young adults view ads primarily on their phones, Groundwire knew it needed to make its ads more mobile-friendly. So the ministry signed onto Facebook’s MobileWorks program, which pairs advertisers with vetted Facebook Marketing Partners who will help them develop creative assets for mobile viewing.
The digital agency and Facebook Marketing Partner Shuttlerock worked with Groundwire to edit an existing video to make it more engaging on Facebook and Instagram. Groundwire’s video was in a horizontal format and was too long, according to Facebook best practices. Shuttlerock shortened the video to 15 seconds, reoriented it to a verticle format and included closed captioning so people could see the messaging when their sound was off.
Working with Shuttlerock through the MobileWorks program allowed Groundwire to adapt to mobile quickly, effectively, and at no additional cost. The ministry showed its ads to a core audience of Americans between the ages of 21 and 34. Groundwire also showed ads to a Custom Audience of people who had visited jesuscares.com/chat, but did not hit the Commitment button, and to lookalike audiences built from that audience.
Commitments from new mobile video
More daily commitments than prior video
Lower cost per action than historic rate
With its April 15 – May 15, 2019 campaign, Groundwire was able to connect with far more youth and young adults who were interested in its teachings, achieving:
We are incredibly grateful to have been recommended for the MobileWorks campaign and to have worked with Shuttlerock. The video that was produced exceeded our expectations with its performance and has gotten us on track to meet a lofty goal we set for conversions in the spring of 2019.
Digital Marketing Specialist, Groundwire
The online Christian ministry gained 3,224 commitments* by optimizing its video ads with Facebook’s MobileWorks— with 7X more daily commitments than previous videos.