Net Tuesday 10/4/2016: Too Important To “Go Viral” – How Bright Pink Uses Facebook Ads To Drive Predictable, Repeatable Impact


Join us for the next Philly Net Squared Net Tuesday on October 4, 2016 at the Friends Center, 1501 Cherry Street, Philadelphia. Jordan Ruden, principal of Craft & Commerce, will discuss how Bright Pink created engagement among millennial women over cancer risk assessments.

We start at 6:30 p.m. with light snacks. Please RSVP for the event through our MeetUp page.

The temptation of creating the next ALS Ice Bucket Challenge has organizations swinging for the “viral” fences. Yet for every Ice Bucket Challenge, hundreds of well-executed campaigns fail to reach critical mass. Why? Cause campaigns are in an arms race to compete for the increasingly finite attention of constituents. As a result, campaign predictability is going down at the very moment accountability is on the rise for NPO and marketing leaders.

What if your cause campaign is too important to leave to chance? 

We share how Bright Pink gave up on going viral and found success in building a data-driven, ad-supported impact model that inspired over 100,000 millennial women to complete a five minute,18-question cancer risk assessment in 2015… and how we’ll bring it to hundreds of thousands more in 2016.

We share our lessons for achieving hyper efficient, massively scalable and mission aligned outcomes, specifically:

– Think mobile-first when it comes to design

– Focus group your ads, while they’re in market

– Adopt an iterative, “fail fast” process to do more with less

About the Speaker

Jordan Ruden, Principal, Craft & Commerce

Jordan Ruden, Principal, Craft & Commerce: Jordan is a leading creative and technology specialist who helps brands achieve success through storytelling and social media. Prior to founding Craft & Commerce, Jordan helped shape social strategy and content creation for businesses and nonprofits such as JustFab, Pardon Snowden, NFL Players Trust, and Man Made Music. Jordan is a 15-year digital media pioneer, serving as a key figure at startups including GOOD, Yahoo and Jordan serves on the Committee for Urban Entrepreneurship, and frequently presents on social media trends and best practices.

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