The document summarizes a Facebook advertising campaign for the political advocacy app Countable. It launched first in New York City and then San Francisco, focusing on local issues like alternate side parking, tourism, and affordable housing. The campaign included Facebook ads targeting locals, partner outreach, and social media promotion. Example high-performing ads referenced things familiar to locals, like relying on a NYC bodega or featuring a well-known SF activist discussing high rents. The goal was to raise awareness of Countable and its local legislation pages among community members.

1. Facebook
Ad
Campaign
for
Countable,
Spring
2015
Led and managed marketing campaign to drive awareness, user
participation, Web sign-ups, and app downloads around political advocacy
app, Countable. Developed all copy, creative, and strategy to promote their
new offering via a Facebook ad campaign; Local Legislation pages which
showed all local bills up for vote. This was first rolled out in New York and
then San Francisco.
I created NYC and SF-focused Facebook ad campaigns meant to connect
with locals on local issues, while tapping into a sense of insider information.
NYC issues that got great engagement were around alternate side parking,
tourists in NYC, and not relying on your bodega guy for all your
information. In SF, the issues focused on were rent increases, gentrification,
and affordable housing. The campaign also included partner outreach,
advertising in relevant Facebook groups and blogs, an email newsletter
campaign, and supporting social media promotion.
Here are some ad examples that did really well engagement-wise and toward
driving people to the website.
NYC
LOCAL:
This
ad
referencing
something
every
New
Yorker
can
relate
to
-­‐
relying
on
your
local
bodega
guy
for
daily
news
and
sustenance
-­‐
performed
the
best
out
of
all
ads,
getting
646
website
clicks
in
7
days:

2.
Some
other
high-­‐performing
NYC
ads:

3.
SF
LOCAL:
To
reach
San
Franciscans
where
they
LIVE,
we
used
well-­‐known
local
character
Frank
Chu,
who
is
an
activist
in
his
own
right,
to
get
people
activated.
We
also
made
references
to
ridiculously
high
rents
and
housing
shortages,
a
timely
issue
that
all
San
Franciscans
can
relate
to.