Case Study
Empowering support, One Click at a Time
Big Brothers Big Sisters of Southern Maine came to us with a goal: raise awareness and drive volunteer sign-ups. They needed to reach potential mentors with targeted, strategic media that would connect them with their community, and that’s exactly what we delivered.
We kicked off the campaign with a targeted strategy, focusing on Facebook, Instagram, and LinkedIn to find potential mentors in Cumberland and York counties. With a clear audience—males aged 25-40 who are interested in mentorship, volunteering, and youth development—we honed in on lookalike audiences and optimized our media to reach those most likely to engage.
Our approach was simple: maximize reach, precision-target the right people, and use compelling creatives that resonated with the Big Brothers Big Sisters mission. We leveraged Facebook and Instagram for broad visibility and LinkedIn for a more professional audience, building brand awareness across both social platforms.
The Results
We didn’t just hit our goals—we exceeded them:
Impressions: 2.24M
Clicks to Landing Page: 7,418
Overall CTR: 0.91%, outperforming industry benchmarks.
The campaign also delivered 36 form fills from prospective male mentors, creating real, actionable leads for BBBSSM. We were also able to adjust mid-flight, shifting budget allocation from LinkedIn to Meta, based on performance, to ensure maximum engagement with the right audience.
The campaign’s success wasn’t just about the numbers—it was about getting the right people involved in mentorship. Through precise targeting, compelling creative, and ongoing optimization, we helped BBBSSM build a stronger community and expand their volunteer base—while ensuring that every media dollar went further to drive real-world impact.