Food Bank of Central Louisiana Added 942 New Email Subscribers in Six Months with a Lead Magnet Acquisition Campaign

We began the project by understanding the types of content that appeal to people in Central Louisiana. After a few discovery sessions with the client, we landed on a few ideas: Cookbook, Gardening Resources, BINGO Card, and a family-friendly activity book.

Once we designed and finalized each downloadable content, we set up the audience list, wrote the ads, and sourced images for the Meta ads. Within the audience list, we created three main groups: Lookalike Group, Engaged Group, and Interest Group. For the Lookalike Group, we uploaded FBCenLA’s existing email list to Meta, and created a lookalike group from the list. The Engaged Group included FBCenLA’s Meta followers and users who visited their website via Meta Pixel. The Interest Group included Meta users who met our specific targeted interest criteria, such as the Food Network and nonprofit organizations.

When we set up the Meta ads, we ensured Dynamic Creative was toggled on. When it’s turned on, Meta will automatically generate combinations of the headlines, primary texts, and images that you uploaded, optimized for your audience. Variations may include different formats, templates or audio based on one or more elements.

Six months later, after testing all the downloadable content, the Gardening Resources download generated the most email addresses. Specifically, it received a total of 502 brand new email addresses with merely a $500 Meta ad budget.