A bench, a neighbour and a cup of coffee

The challenge

Stichting De Buurt wanted as many people as possible to sign up for a BuurtBankje during the Week tegen Eenzaamheid: putting a bench outside and inviting a neighbour to join them. On a subject that can quickly feel heavy. So above all, the ads had to be light and inviting.

The ads

We tested two angles against each other: the good conversation, and simply doing something fun for your neighbourhood.

The best insight: the ad that got the most clicks was not the ad that brought in the most sign-ups. 'A good conversation' drew the clicks, 'Something fun for your neighbourhood' got the most leads.

How we went about it

1. Measuring what countsCounting sign-ups via the site and via a form within Facebook, so nobody has to drop out.
2. Testing two messagesTwo ads, each with its own angle, running at the same time on Facebook and Instagram.
3. Adding an eventA small event campaign on Facebook that invited people to the Week tegen Eenzaamheid: 161 responses to the event.
4. Scaling up at the right momentFrom 26 August to 1 October, with the most visibility in the days around the Week tegen Eenzaamheid itself.

What it delivered

The ads reached more than 102,000 people and were shown 250,754 times. 3.69% clicked through to the site, the highest click-through rate De Buurt has ever achieved. The BuurtBankjes pages received 125 sign-ups, 70 of them via the campaign page.

How people responded

The ads received 1,009 interactions: likes, comments, saves and shares. Almost 9 out of 10 came from Facebook, but on Instagram people responded most often per impression.

Not a single angry reaction. We read the few sad reactions as sympathy with the subject. A small step for you, a big step for the neighbourhood.

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