Growing Renew Europe’s audience strategically
Renew Europe was looking to build its support base in key countries and among specific target audiences. In an environment where local politics is still predominent, the political group needed to overcome national boundries and use social media to build its “brand” among key audiences.
Facebook is an ideal platform for this since it is an open forum that encourages discussion and offers highly precise targeting (by country, interests, political affiliations, etc). However, Renew Europe’s Facebook presence was uneven, with a majority of fans coming from only three countries, and follower engagement was low.
A full social media audit was produced, outlining the strengths and weaknesses of Renew Europe’s Facebook presence. This was presented along with a set of tangible recommendations to follow in order to increase engagement and to build a stronger following among Renew Europe’s target audiences. Content was produced to appeal to priority growth countries (such as Greece, France and Spain) and key audiences (such as the LGBTI community). A special analysis about cross-party collaboration was produced and presented to the 60 member parties attending the Renew Europe convention in Brussels.
While the focus was on organic growth, sponsored posts were also used in order to boost Renew Europe’s message beyond its current its follower base.
The Renew Europe Facebook page grew by almost 5,000 new likes in three months, an unprecedented pace of growth. Its Facebook fan base was diversified and grew substantially in key political battlegrounds Greece (1,881 new page likes), France (1,182 new page likes) and Spain (864 new page likes). The number of user-generated comments on the Facebook page almost doubled (going from an average of 17 per post to 28) thanks to an increase in posts that invited comments from fans along with open-ended questions.
By following a methodology of continuous A/B testing, better targeting and engaging copy, average reach per post grew to 13,427 people, with some popular posts reaching as much as 203,840 people.
The campaign was a resounding success overall: KPIs and objectives were met helping to position Renew Europe as a leading political group in key geographies and target audiences in preparation for the European elections.
By focusing on the right audiences and markets, some popular posts reached as much as 203,840 people.
Renew Europe’s fan base grew by 4,822 followers in only two months during the campaign.
Thanks to A/B testing and constant optimisation, costs per acquisition were very low.
Social media, Facebook ads