Cato Institute Landing Page + Ads
Introduction
The Cato Institute came to Black Propeller to create a 6-week long campaign promoting "The Libertarian Mind" by David Boaz. Primary goals include increasing awareness around the principles of Libertarianism and reaching new audiences through multiple paid social platforms. With these goals in mind, our campaigns targeted three different audiences: Economics & Policy students, Politicians & Policymakers, and a general campaign with verbiage that speaks to current-day issues such as healthcare and inflation.
Cato Institute Landing Page
The Libertarian Mind
This landing page serves as a click-through page to different platforms that sell the book, evaluating success by the number of clicks to each bookseller. This short-form landing page was designed to showcase the principles of Libertarianism in a way that is easy for each audience to understand, with high contrast graphics and visuals that increase interest in the book. While we didn't get to run this campaign to completion, we did see some early indicators of positive performance through increased click-through rates.
Cato Institute Social Ads
Meta, X, and Reddit
As mentioned above, these ads showcase some of the targeted audiences with copy catered to their triggers. All data below is from the first week of performance after initial launch.
Starting from the top left, our first ad is is for the Economics & Policy students audience with copy speaking to the Libertarian principle of free markets and how that contributes to driving lower tuition costs. This was the top performing ad variant for this audience on Meta, reaching 1,171 landing page views and a $0.49 CPR.
Thinking through current day issues, there is a lot of talk around inaccessibly and high costs around healthcare. This ad in our general campaign advocates for healthcare to be driven by free markets, with prices set by supply and demand, and minimal government intervention. As our top performing ad on Reddit, we reached 132,000 impressions and a $2.45 eCPM.
Last, but not least, we have our top performing ad for our Politician & Policymakers ad on X. With copy speaking of transparency leading to increased public trust, this ad achieved 225 link clicks and a $2.14 cost per click.
Our last campaign for a combined interest audience saw our carousel format ads performing best. Each card includes an enticing headline talking about current day issues and supporting copy explaining how Libertarianism solves these issues. These ads are my personal favorite from the campaign, and it proved to be an audience favorite as well, yielding 11,334 impressions in just one week of being live!
