Georgia Cyber Center – Digital Advertising
The Facebook page for the $100 million Georgia Cyber Center launched six months prior to the facility’s grand opening in July 2018. There was very little awareness of the Facebook page, meaning the public wasn’t getting updates on the Georgia Cyber Center’s progress via social media. Facebook page like growth was stagnating.
Three months before the Georgia Cyber Center’s grand opening in Augusta, c21 recommended running a Facebook ad campaign focused on promoting Facebook page likes. The campaign began with a small test budget which was later increased once we saw encouraging results – a rapid climb to hundreds of additional page likes from only 34 at the end of March 2018. The first set of ads targeted Augusta-area cybersecurity professionals, government workers, military workers and those affiliated with Augusta University. Later ads expanded the target area into the entire state of Georgia and the Southeast.
The campaign was a massive success, with the Facebook ads successfully driving 1,640 Georgia Cyber Center Facebook page likes, a 4,724% increase, for less than $1,000 in ad spend over the span of four months. The Facebook ads had an impressive 3.7% response rate, and those interested in the Georgia Cyber Center finally saw regular page updates.