Case Study: Shaped messaging strategy for Facebook ad, 800k reach, 2512 reactions, 925 shares

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During my 3 years on the digital marketing team, I strengthened our VOC by researching online reviews, and speaking with our Admissions Coaches (sales team) to understand the hopes, dreams, fears and aspirations of our ideal clients. 

Through this process, I selected key, emotionally engaging messages to use within the frameworks, formulas, and proven persuasion techniques of conversion-focused copy, to shape emails, landing pages, LinkedIn profiles, web pages (and just about every other aspect of our funnel).

In gathering VOC research, I kept hearing one highly charged phrase again and again. “I feel like I’m living someone else’s life.” I brought the phrase to our team. Our outside writer drafted a blog post on the theme, and the FB ad agency drafted and ran this ad.

The last I saw, there were 816,599 people reached, 61,810 engagements, 2512 reactions, 205 comments, and 925 shares.

If you’d like help with voice of customer research, messaging strategy, or conversion rate optimization across your funnel, get in touch.