CASE STUDY
National Grocers Association: Congressional Digital & Social Advocacy Ad Campaign Launch
Services:
Social Media
Digital Ads
Graphic Design
Social Media Ad Campaigns
Introduction
Based out of Washington D.C., the National Grocers Association (NGA) represents independent community grocers across the country, as well as their wholesaler partners. America's approximately 21,000 independent grocers are the true entrepreneurs of the grocery industry, passionately committed to their customers, their employees and the markets they serve. They are at the heart of local communities, where they provide jobs and boost tax revenue while bringing choice, convenience and value to hard-working Americans. NGA prioritizes advocacy and generating awareness for independent grocers nationwide, and do so directly from Capitol Hill.
The Results
At the end of the two-week long ad campaign, NGA saw an exponential spike in impressions, link clicks and engagements.
333,805
Impressions
5,312
Link Clicks
14,318
Post Engagements
165,178
Impressions
411
Landing Page Clicks
.25%
Click-Through Rate
Google Ads
5,073,170
Impressions
18,730
Total Clicks
The Needs
In January of 2024, NGA approached AR Marketing with a request to launch a targeted social and digital campaign tailored to the Congressional district. As part of their role as an advocate for independent retailers, NGA wanted to specifically advocate and ask for support on two issues: credit card reform and fair competition.
NGA needed a campaign that could reach their target audience in a short period of time, specifically sending traffic to their website. The specific measures of success would be clicks and engagement, ensuring people not only saw the ads but chose to interact with them as well.
The Strategy
In less than a weeks time, AR Marketing developed, produced and distributed a two-week long campaign consisting of social and digital ads.
The specific strategy involved with generating an awareness campaign centers around having a serious understanding of where your audience is and what they’re passionate about. With this in mind, AR Marketing recommended conducting an Instagram, LinkedIn and Digital Ad campaign consisting of social graphics, a 30-second video and display ads. For the ad management strategy, AR spearheaded the setup of audience targeting using specific interests, demographics and location information, designed original artwork and installed a Meta pixel for enhanced tracking. Lastly, a final campaign report was delivered to wrap up the project.
Congressional Support Ad
The social and digital advocacy campaign accomplished its goal in whipping up an ad campaign in just a few days complete with custom artwork and audience targeting. In doing so, AR Marketing was able to aid NGA in generating awareness and driving traffic to their landing page, as seen by the metrics below:
Over 18,000 total clicks on Google Ads
Instagram calculated a 1.59% link click-through rate
LinkedIn saw 411 total landing page clicks
AR Marketing is no stranger to developing custom strategies based on our client’s needs. In partnering with us, NGA has access to a full team of talented individuals able to make campaigns like this a reality.
Display Gif Ad Examples Used in NGA Advocacy Campaign
Intrigued?
Let’s get this party started.