Drive viewers to attend the watch party.

Our Role

In February 2021, Sterling Light Productions and the Mully Children’s Family US launched the largest watch party on Facebook with different viewers from all over the world, watching the life-changing movie MULLY. Facebook ads drove over 46,000 participants to watch this event.

Background

About 30 years ago, Charles Mully left his comfortable life of success and wealth and created Mully Children’s Family, a Kenya based non-profit organization for kids in need. The foundation has rescued thousands of children, providing immediate help to those who need it—regardless of their religion, background, race, or tribe. They work toward a brighter future for all children through community outreach, disaster relief, environmental conservation, education, and advocacy.

Sterling Light Productions is a motion picture production company directing attention onto fictional and non-fictional stories that provoke deep questions about why we are who we are, seeking to provide insight into these matters.

Reaching Massive Audiences Around the World

Challenges

In February 2021, when the world was facing some of its most challenging times, particularly on social media, Sterling Light Productions and Mully Children’s Family USA decided it was time to add a little light to the world by hosting a giant watch party for the award-winning documentary MULLY, about Charles Mully’s amazing journey from street kid to millionaire to philanthropist.

For the first time ever, the Sterling Light team developed a plan to create a single day where the film would stream on Facebook for free across the world, translated in 5 different languages. This was the World’s Largest Facebook Watch Party.

Solution

CSD Marketing and Consulting was asked to run the Facebook Ad campaign to drive attendance to this online event.

Benefits

Using variable testing, CSD Marketing developed a three-phase approach to finding the most efficient ad campaign possible.

Phase 1 was used to conduct research on possible audiences by taking a deep dive into the project objectives and the Audience Insights on the platform.

Phase 2 consisted of heavy variable testing for things such as Ad Set (audience), Dynamic Creative (content), and Calls-To-Action (goal).

Phase 3 used the data measured from the earlier phases to create a highly effective campaign, that we constantly reviewed, measured, and adjusted.

Campaign Highlights

Result

45,000 RSVPs

Spent a total of $600

14,480 total people reached

136,262 total impressions

$1.44 per 1000 impressions (CPM)

80% lower cost than Facebook’s average ($7.19 per 1000 impressions (CPM))

$0.05 per action (CPC) (Facebook average is $0.97) – 95% above average

Overall this means we sent the right ads to the right people.

CSD Marketing continues to run highly-efficient ads for ongoing campaigns and fundraising.

Client Words

“Working with Courtney and her team is a great experience! The insight and creative ideas for maximizing exposure are fantastic. We look forward to working with Courtney and her team in the future.”