Design jam presentation
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The Columbia Cognitive Neuroscience Division wants to recruit healthy subjects ages 20-80 for MRI and neuropsychological testing studies using Facebook ads. Their approach is to create News Feed ads on Facebook to reach the 15% of Facebook users who are aged 55 and older, as that demographic is growing rapidly. The strategy is that News Feed ads are an easy way to reach billions of people. For only $5 per day, their ad would show to 1100-2900 people in the Tri-State area, and with a click-through rate of 2.5-3.4%, they expect at least 50 people to click if the ad reaches 2000 users.
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- 1. Columbia Cognitive Neuroscience Division Facebook Ad Campaign Team: Leonor Kerke Lili Li Deni Spasovski Alejandro Torres
- 2. PROBLEM: Recruitment of healthy subjects ages 20-80 for studies involving neuropsychological testing and scanning in the MRI has been slow. Need lead generation to go to website and sign up.
- 3. OUR APPROACH: Facebook News Feed Ads
- 4. RATIONALE: People 55 years and older represent 15% of the facebook population. The growth rate for this audience is 80% More and more older people are joining facebook.
- 5. STRATEGY: The easiest way to reach out to more people on facebook is through news feed ads, which represent the homepage of billions of people around the world. According to Facebook Ad Services, there are 18.6 million Facebook users aged 20-80 who live on the Tri-State area.
- 6. THE CAMPAIGN: Cost for running the campaign: For only $5 a day your ad will show on 1100–2900 people’s news feeds. Click through rate: 2.5% – 3.4% It means that if the ad is seen by 2000 users, at least 50 will click.
- 9. Thank you!