Documente Academic
Documente Profesional
Documente Cultură
6/10/2011-6/14/2011
Two Spirits interweaves the tragic story of a mothers loss of her son with a revealing look at a time when the world wasnt simply divided into male and female and many Native American cultures held places of honor for people of integrated genders. ~ twospirits.org
Increase discussion between fans regarding the topic of the week (Two Spirits, gay rights, activism, etc.)
Promote the documentary film 2 Spirits (discussion about the film before, during, and after its premier)
Total Spent: $101.33 Total Connections: 160 Impressions: 282,664 Clicks: 214 CTR: 0.076% CPM: $0.36 CPC: $0.47 Cost per Fan: ~$0.63
60
10
Well-Performing AdsWhy?
Clearly, the ads that performed the best (resulting in generating more clicks, high connection numbers, high CTR, low CPC, and low cost per fan) were the ads in which the knowledge, education, and activism of Independent Lens potential fan-base was reflected in the interest targeting:
Similarly, this ad targets females who are highly educated, interested in other women, and enjoy public news and radio shows. This is effective as it targets the type of women who support and like their voice to be heard in hottopic issues such as anti-LGBT violence and bullying.
Both of these ads target an informed, educated group of men, however, they are younger (they specify that the male is in college not graduated from college) and they only target men. This targeting proves that the male population is not called to action the same way women are when it comes to speaking about gay rights and human rights even if they themselves are gay.
VS.
Ad Impressions
150,000 Impressions 100,000 50,000
Ad CTR
0.10% 0.08% 0.06% 0.04% 0.02% 0.00%
135,815
CTR
0.09%
0.02%
4,509
0 1 Ads 2
1 Ads
Ad CPC
$0.80 $0.60 CPC $0.40 $0.20 $0.00 1 Ads 2 100
Ad Connections
Connections
$0.60
$0.43
84
80 60 40 20 0 1 Ads 2
Independent Lens successfully ran an ad campaign that resulted in Likes, new fans, and greater discussion on their page about the documentary film Two Spirits. The ads that performed the best (and achieved the goal) were those that had high impressions, high CTR, Low CPC, a low CPM, and targeted the independent lens crowd, an educated, vocal, and passionate group of individuals interested in spreading the word about anti-LBTQ violence and the power of documentary.