Using digital advertising to generate high-value conversions is something we excel at here at Media Cause. Recently, ultra-marathon runner and wellness advocate Rich Roll and his team came to us in need of expanding the subscriber base for their plant-based meal planning app, The Plantpower Meal Planner. We created a targeted, multivariable social media campaign to drive free trial registration and paid subscriptions. Focusing on lead generation for this nonprofit allowed them to spark initial interest from a wider audience, while also prompting sign-ups from those more ready to take a bite.
First, we tested 4 different messaging sentiments: (1) Focused on the benefits of the meal planner; (2) Focused on the emotion of transforming to a healthy lifestyle; (3) Meal planner user testimonials; and (4) First-person messaging.
Our optimizations found that the testimonial and first-person messaging resonated best with the PlantPower audience. We then tested different imagery, focused on images of food, the planner, athletic images, and a combination of healthy food and family. Once discovering that the athletic images performed best, we moved into phase 3: format testing. We tested Single Image, Carousel, Offers, and Video format ads on Facebook.