Newsletter Subscription Campaign
“I have loved working with the Arora Team. They are professional, thoughtful, and great collaborators. Most importantly, the ideas and strategies they suggested for my business, worked! I have no hesitation in recommending them and look forward to our next project together.”
Vanessa Raphaely, Business Owner
LET’S SHINE SOME LIGHT ON THE MATTER
The Village is a South African Facebook Group started in 2017 that acts as an online community for parents of teens, tweens, and young adults. Run by media mogul Vanessa Raphaely, the group took off like wildfire, attracting more almost 40 000 members!
With the group’s devoted and highly engaged members, conversation on the platform is sprawling. The time had come to launch a streamlined online email newsletter, to provide this online community with a digital publication to treasure. The result is FOMO Magazine, now on its 5th issue packed with content inspired by The Village community. But with Facebook’s strict policies for its groups, how could The Village members be converted to newsletter subscribers?
THE LIGHT BULB MOMENT
Arora Online conducted thorough research to develop a strategy around converting Facebook Group members to newsletter subscribers. The first step was creating a highly engaging campaign video to capture the attention of the group with highly relevant content. This was done in close alignment with the client.
Next, the competition aspect of the campaign was developed by the client to provide an incentive that would entice The Villagers to sign up. The Facebook sign up ad was created to collect new subscribers who were then entered into the competition and added to the mailing list. Every new subscriber was mailed to confirm their competition entry and FOMO sign up.
YOU CAN’T MAKE LIGHT OF THESE STATS
The members of The Village loved the campaign video, which reached nearly 6000 people, with almost 500 engagements! 4000 Villagers entered the competition, demonstrating how compelling the campaign was, and the success of the sign-up ad. This meant that the FOMO newsletter database grew by 4000 subscribers in just 4 weeks. The average cost per new subscriber was R1.25.
