48.000 completed surveys through Touch, Tell and Sell strategy

The Cyclists' Union

social advertising

The Cyclists' Union is an advocacy organization for cyclists in the Netherlands and is committed to better cycling facilities and safety. This year they again organized the elections for "Cycling Municipality of the Year". The main goal of this national election is to encourage Dutch municipalities in the Netherlands to improve the cycling experience.

The challenge

The Cyclists' Union wanted to reach all 342 Dutch municipalities to involve cyclists in the election of Cycling Municipality 2024. The challenge was to apply large-scale mass personalization via Meta (Facebook, Instagram, Whatsapp) through geo-targeting. In other words: what do you tell people per location and per phase of the campaign?

Our solution

We implemented the Touch, Tell and Sell strategy, in which we approached the target group with personalized ads in three phases. In the 'Touch' phase we introduced the message broadly, followed by the 'Tell' phase in which we provided specific information. Finally, in the 'Sell' phase the target group was encouraged to take action with high involvement.

THE RESULT

The results were impressive. Of the 342 municipalities, 341 reached the electoral threshold, which shows how effective the strategy was. 1.500.000 impressions were generated and 20.400 people clicked through to the survey via Meta, resulting in a conversion rate of 32%. In total, 46.775 surveys were completed by cyclists, which was a huge success for the Cyclists' Union.