Expanding mainstream traction with economic rights

LOGIQ

Expanding mainstream traction with economic rights

We partnered with the Center for Economic and Social Rights for an innovative social media experiment to expand support outside of the usual echo chamber.

client

cesr

timeline

2 months

outcome

33%>ROAS

challenges

LOW BRAND DIFFERENTIATION

Existing messaging closely resembles that of many other NGOs, meaning CESR isn't earning attention by cutting through the noise.

ALGORITHMIC LIMITATION

The message isn’t getting beyond an echo chamber of people who agree with them already.

MINIMAL SOCIAL IMPACT

With engagement largely confined to existing followers, CESR is struggling to impact the broader conversation and drive the change they want to see.

CLIENT'S ORIGINAL MEDIA

process

AUDIENCE MAPPING

We used open source polling and trends data to map the maximum persuadable audience instead of the audience that's already engaged.
We identified cultural affinity, digital behaviors, values and current interests – not demographics alone.

POSITIONING

We analysed the pro-rights landscape, including CESR'S competitors messages, current audience perceptions and barriers to engagement.
And we came up with a fresh position and tone to energise a new audience with the idea that CESR is actually creating the change they need.

TARGETING INNOVATION

We turned off targeting automation and AI optimisation for our new videos (but left them on for the old video).
We created two new target audiences based on our mapping of the persuadable mainstream - the people who could be with us, but are less engaged and therefore don't get NGO messages served to them by the platforms.

Strategy

Logiq Media redesigned the messaging strategy to win interest from a disengaged mainstream audience:

Connected with people's amazement at the pace of the tech change, and linked that to the slower pace of social change
Optimized message design for digital – shorter, punchier, clear hook – without changing the core message
Connected CESR’s mission with the everyone’s #1 priority - their kids

Driving impact with data

To quantify our impact on both the echo chamber and the mainstream, we used an innovative experimental methodology:

We tested CESR's original video against our new videos with both the old and the new audiences we mapped
We compared the cost-per-engagement of the different media with the different audiences
And we optimized engagement with most the impactful audience / message combinations