FACEBOOK: Black History Month
The Change Makers
For Black History Month Facebook wanted to continue the commitment they’d made to fighting racial prejudices during the Black Lives Matter campaign. So we decided to tell the stories of amazing Black Change Makers throughout history, right up to those still shaping our world today. To give the campaign legitamacy and ensure we picked the right people, we partnered with two organisations. Our figures were chosen by Hidden Pages, an organisation dedicated to telling the stories of Black historical figures, and Black Ballad, a social source of support for Black women.
In order to portray these people taking their rightful place in history we used the visual image of a historical sculptural bust and collaborated with a series of Black artists to bring them to life.
The campaign launched with a cover image and then continued with social posts throughout the month, ending with a wonderful animation telling the story of a personal hero - Dr Maggie Aderin-Pocock.
Moderators were also briefed with bios of each figure to answer questions from the public.
Dr Maggie Aderin-Pocock
POST COPY:
Change Maker: Dr Maggie Aderin-Pocock
Today for #BlackHistoryMonth our Change Maker chosen by Black Ballad is Space Scientist and Educator Dr Maggie Aderin-Pocock MBE
Black Ballad says: “Beyond her amazing career and being one of the rare Black female faces in British STEM (science, technology, engineering and mathematics), Maggie is committed to inspiring new generations. To date she has spoken to over 25,000 young people engaging them in the possibility of pursuing a career in STEM”.
Dr Maggie Aderin-Pocock was picked by Black Ballad and illustrated by Kingsley https://www.instagram.com/kingsleynebechi
We publicised our campaign with a Cover Image takeover.
Then told the story of our other change makers through static posts.
Campaign Results
The campaign was also used as a Brand Lift study and, despite Black History Month being (sadly) a controversial topic amongst the wide Facebook audience the campaign proved a success, hitting targets and surpassing expectations.
REACH
It reached 4.18 million people.
IMPRESSIONS
We got 70% higher than estimated impressions and achieved 41% lower CPMs than estimated.
AD RECALL
The campaign achieved higher ad recall than expected.
MEANINGFUL ENGAGEMENTS
At 196k the Meaningful Engagement on the campaign was twice as high as the goal set (91k).