Case Studies

Supercharging Advocacy With Digital Advertising

American Cancer Society Cancer Action Network

Reingold helped ACS CAN diversify and build its pool of cancer research advocates in key states and districts by capitalizing on political activity during the 2016 election. Through highly targeted and optimized digital advertising, we signed up 40,000 new advocates in less than four months.

Challenge

ACS CAN has a robust advocacy network, but most of its members represent narrow demographics, and they don't necessarily vote in states or congressional districts with legislators who have the most influence over cancer research funding. With limited resources and a short time frame, ACS needed a way to target new supporters among minority populations in key states and districts. 

Solution

Using Facebook advertising and remarketing, Reingold targeted minority voters in the states and districts represented by members of key Senate and House committees, where ACS advocates can have the greatest impact. Through A/B testing, we identified the strongest calls to action, copy, images, and targeting criteria to optimize the campaign and maximize the number of advocates who signed up.

In four months

39,349

new advocates from diverse populations

58.2%

of webpage visitors signed up

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