In August 2021, not-for-profit RAISE Texas reached out to OneLeg Inc. and asked for a proposal to provide support in developing awareness for the Child Tax Credit through a (primarily) Facebook advertising campaign. Given the importance of the messaging in getting deserving families the support they need and our want to see things holistically, we proposed and they agreed to the following support ahead of a September 2021 launch:
We developed ads meant to show there was a diversity to the families that might not be getting the full benefit of the Child Tax Credit. We also intentionally wanted to show families that were relatable to our target audience.
We created a simple landing page (in English and Spanish) from which to drive ad traffic. As part of this landing page, we also created an FAQ in both English and Spanish. From our landing page, families are able to connect directly via phone with RAISE Texas partners who can help navigate and file the appropriate IRS forms.
To supplement our advertising efforts, we also developed a suite of Facebook posts, which were designed to position RAISE Texas as an organization leading the charge in Texas to help get families assistance, as well as tell impactful stories of those families who have received assistance from the Child Tax Credit.
We launched our initial campaign on September 1, 2021, activating three ad sets (two ads each) to test engagement of a variety of visuals and messaging, and distributed our press release and media pitch. Subsequently, we made refinements to the campaign targeting and ads to reflect the findings of our A/B Test and then set about driving awareness.
In the first two weeks of our campaign, we netted the following: