Presentation at 2013 eCampaigning Forum by Tomas Kovacs of Greenpeace Hungary.

1. building your list on cheap
with facebook ads

2. Context
numbers before the #savethearctic shopwindow and now
● 9 000 -> 32 000 facebook fans
● 28 000 -> 110 000 emails
Previous online actions
● iCoal: 2 500 signups, 1 000 new
● Almasfuzito (local campaign): 2 800 signups
Hungary stats
● population: 10 m
● internet users: 6,5 m
● facebook users: 4 m

3. Finding the "Golden Goose"
"HQpost" - casual iPhone photo of Paula at hungarian Shell headquarters,
posted on July 31st

4. this one post made
17 000 direct signups

5. reached more
than half of ALL
hungarian FB
users -> over 2
million people

6. Stats
● 2 840 eur on a single sponsored story ad
● click-optimized CPM bidding
● social reach: 2 580 000
● month-average CTR: 0.565%
● month-average CPC: 0.027 eur
● 106 468 clicks on post
● 41 885 FB actions on post
● 27 768 clicktroughs to the petition site
● cost-per-signup: 0.16-0.22 (with-without the signups via
subsequent tell-a-friend/share)

8. Stats
● 1 800 eur on the post promotion
● reach 1 354 000
● 33 000 click to the landing page from fb
● cost-per-signup: 0.08-0.10 eur

9. Learnings &
takeaways
● treat the important posts as landing pages
● proper link and conversion tracking is a must
● sponsored stories and post promotions work so far
● promoting an already successful post seems to be
the best for reaching new people

10. Thank you!
tomas.kovacs@greenpeace.org