online campaigns
For the Stefan Batory Foundation, we ran a campaign promoting the allocation of 1.5% of the income tax.
For the Stefan Batory Foundation, we ran a campaign promoting the allocation of 1.5% of the income tax.
Since 1988, the Stefan Batory Foundation has worked towards building an open, democratic society—one of individuals aware of their rights and responsibilities, actively engaged in the affairs of their local communities, country, and the international community.
Since 1988, the Stefan Batory Foundation has worked towards building an open, democratic society—one of individuals aware of their rights and responsibilities, actively engaged in the affairs of their local communities, country, and the international community.
what we do
The campaign aimed not only to generate income from income tax allocations but also to raise awareness about the Foundation's work and promote the values it represents.
The campaign concept involved engaging prominent public figures to personally express what democracy means to them. Each participant brought an object symbolizing a particular value. Wojciech Mann chose a microphone to represent freedom of speech, Dobromir Dymecki brought a calathea (a plant) as a metaphor for something that requires care and nurturing, and Małgorzata Hajewska-Krzysztofik presented a photo of a door symbolizing openness and security.
Our role in the campaign was to manage advertising activities within the Meta Ads network. The campaign was divided into two segments with distinct mechanics and optimization strategies.
In one segment, we reached out to new audiences to build awareness and identify individuals engaging with content related to the Foundation.
The second segment focused on remarketing, targeting individuals with a higher likelihood of taking the desired action. These activities were optimized for conversions.
how we do it
Our efforts were conducted on the Foundation’s advertising account, ensuring user data remained with the client and the results were fully transparent.
The campaign was executed on the Meta Ads network.
We started by setting up marketing mechanisms that included conversion tracking in Meta Ads. This allowed us to optimize the campaign for specific events (e.g., landing page visits or clicks on the "complete your tax form via podatki.gov program" button) and better understand user behavior on the website.
Before launching the campaign, we collaborated with the client to develop a promotional strategy and define advertising goals. We also proposed a budget allocation plan for different campaign types.
In the Meta Ads network, our activities focused not only on raising awareness about the possibility of allocating 1.5% of income tax to the Foundation but also on driving traffic to its website.
The campaign ran from February to April, with optimization occurring several times a week. We discontinued the least effective solutions and ads while enhancing those that yielded the best results. The campaign was divided into three stages, accounting for the seasonality of tax submissions in previous years.
After each stage, we provided the client with a detailed report, including insights and recommendations for technical and creative improvements.
results
Increase in income tax revenue for 2023 compared to 2022:
