How this preeminent agency is using Purposely.ai to optimize top-tier nonprofits’ Facebook ads Creative

Our engagement with M+R was initiated at their annual nonprofit marketing Benchmarks release event in May 2022. As a side note, if you’ve done any sort of marketing for nonprofits, and you don’t have M+R’s Benchmarks bookmarked, you’re missing out! M+R moved fast to begin piloting with a few clients, and we’ve been partnered ever since. 

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The Challenge

As the top digital marketing firm serving nonprofits, M+R wants to remain ahead of the curve, which includes staying at the forefront on AI tools. They also do a ton of planning and production of creative for Meta advertising, and otherwise. M+R didn’t have a streamlined way to develop messaging + visual assets that are likely to perform well based on their clients' past data, goals, timing, and countless other factors. 

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We often spend a lot of time hypothesizing why specific creatives resonate with audiences and manually try to pull together best practices based on what we see from specific high-performing creatives. We decided to pilot purposely.ai as a means to streamline that process and identify creative best practices by client that are updated on an ongoing basis. Kristen Witkin, Senior Vice President, Advertising

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The Result

After getting used to the platform, M+R began integrating insights into new ad creative launches. In early January 2024, M+R incorporated a batch of new text phrases that Purposely.ai had shown to perform well in new ad launches for USA for UNHCR (the U.N. Refugee Agency) and another key M+R client.

Purposely.ai showed that messages with urgency performed well, and in particular, the “⏰” emoji and the phrase “now is the time”. So M+R incorporated the phrase “⏰Now is the time to act” into 26 new ads. After running for roughly 2 weeks, these ads drove 66 purchases (donations) at a purchase to impression conversion rate of 0.012%. In contrast, all other ads for this client that ran during the same period generated a conversion rate of 0.006%. Thus, the ads with the key message that Purposely.ai surfaced as an opportunity in fact converted at a rate 104% better than average. 

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Although not every instance showed a lift in performance, a key phrase for UNHCR drove an even bigger improvement than the previous example. M+R tested the phrase “the harsh cold season”, which Purposely indicated would do well. Indeed, it generated a 162% increase in purchase-impression conversion rate. 

We look forward to continue tracking the success of these creative optimizations. We are honored to partner with such an inspiring agency in M+R, and are eager to continue generating mutual value.