The Prop 37 phenomenon on Facebook: possibly one of the best internet marketing campaigns of all time!

1. The Prop 37
phenomenon
on Facebook
(10% CTR?!! Click “next”
to see for yourself.)

2. When our ad campaign started,
we had 44,000 fans on Facebook.
Ten days later, it has doubled!

3. But more importantly, we’re now
driving a conversation that reaches
far more people than our fans.
Typical fan activity ranges from 1 - 12%:
8% of fans talking:
immediately after the
debate on TV
1% of fans talking:
amidst world tour
12% of fans: typical
for a smaller fan base

4. 120% of fans talking about it:
unheard of.
This doesn’t just mean we’re reaching 105,000 people.
We’re reaching all their friends: 3.3 million people. And our
spokesperson is not some phony professor, but your
neighbor. Not a phony farmer, but your daughter. Not a
phony doctor, but your doctor.

5. With only $33k spent, we’ve
reached 3.3 million
Californians, because of the viral
multiplier
More than half our reach is from Viral reach: 3.3mm
people talking about us or
passing the message forward by
clicking “Like” or “Comment.” Paid reach: 2.1mm
This was already happening, and
ramped up when we began
advertising 10 days ago.

6. How are people responding?
First, let’s look at typical response
rates.

7. Source:
Quora message
board -- ad
execs bragging
about their best
results ever.

8. How do our results compare?
Before optimization:
This is twenty-fold better than
the internet average, and
several times better than the
“record” highs quoted by ad
agencies!!!!!!

9. How much did it cost?
This is five-fold more cost-
effective than the Facebook
average!!!!!

10. Starting this week, we’re reducing the
cost and raising the response rate!
• ½ price. We’ve negotiated to reduce the cost
by half ($2.65CPM), by committing $50,000.
Assuming the viral multiplier of 250%
continues, this will effectively be a $1 CPM.
• Higher response rate. By concentrating our $$
on the more effective ads (4.5+% CTR), we’ll
be increasing our response rates.
• What’s the result? $0.06 - $0.07 CPC

11. Our best response:
moms & grandmas
Gender Age Response rate (CTR)
These response
rates are simply
unheard of!
We’ve never
heard of a CTR
even close to
10%. We’ll begin
skewing $$ to
target this
demographic.

12. What do the ads look like? Will people
be tuning them out?
It’s not easy to
ignore something
that fills your
screen. That’s why
our spending is
focused on mobile
by 3:1. (Mobile is
also where the
users are.)

13. What’s the best ad we’ve created?
Viewers click to see the rest.

14. People comment & click “Like,”
forwarding it to their friends.

15. Most effective of all: “ads” that look
like something your friend sent.

16. Are there limits?
• We’re far from saturating
the Facebook audience of
Californians 18+.
• However, our “social ads”
(the best-performers) are
limited to friends of our
fans, ie 2MM Californians
18+. We’ve eliminated this
limit by partnering with
other groups (OCA, JLI, etc)
to disseminate our ads via
their fans too.

17. Where do we go from here?
• We spent $33K testing:
– 3.3MM Californians saw our ad (approx twice ea)
– 190K Californians clicked or tapped an ad
• We now have lower prices & optimized ads, to
reach more. We’ve allocated $85K more to
spend on Facebook.
• What if we spent more?

18. We need about 7MM votes to win.
• $250K would buy:
– 20MM Californians aged 18+ (saturation), 10
views ea
– 3.6MM clicks
• $500K would buy:
– 20MM Californians 18+ see our message 20 times
– 7.2MM clicks

19. Support Prop 37 ads on Facebook:
www.indiegogo.com/prop37
Double your money:
every $ donated is matched 1:1.
Prop 37 FTW!*
(*for the win)