In 2022, the Masons of California tasked Idea Hall with creating a digital campaign to attract new members and boost fraternity pride. The campaign the campaign was anchored by three primary objectives:
Idea Hall created a concept blending traditional Masonic elements with modern appeal, aiming to attract a younger demographic. The campaign highlighted lesser-known benefits of joining the Masons of California, emphasizing friendship, social events, leadership, and personal growth. Diverse imagery showcased the organization’s inclusivity. Idea Hall ensured effective implementation with a comprehensive content and media strategy, including a trackable landing page and a 12-week media plan. The initial 12-week campaign employed prospecting and retargeting tactics. Prospecting involved creating a lookalike audience based on page engagement and lead form submissions, with a specific focus on the Latino audience. Continuous monitoring allowed for real-time adjustments, optimizing fund allocation for maximum effectiveness in generating new member leads.
1.2M IMPRESSIONS
19K CLICKS
3,778 POTENTIAL NEW MEMBER LEADS
1.60% CLICK THROUGH RATE
$7.94 COST PER ACTION
