Social Media

Tree Giveaway Facebook A/B Copy Test

JAX was doing a free tree seedling giveaway during the month of April. This was started to celebrate Earth Day and also drive foot traffic into the stores.

The social media coordinator on the marketing team created a simple post to advertise the giveaway. I made some suggestions for how to increase urgency in the post and suggested an A/B test to see what kind of posts might get us the most engagement.

The original post that functioned as the control post, received a $40 sponsored post boost to the post on Facebook. I suggested that both posts should either receive the same boost or no boost in order for the results to be truly comparable, but was not able to receive approval for a monetary boost for the post with the updated copy. I was also asked to not use the original post’s image so I asked for an alternate image that could be used with the new post.

Below shows the results of this test, with the control post receiving a $40 boost and the updated post with only organic results.

Read the Facebook Posts

Copy Tested Against the Control

This is the updated post copy. It’s not as visually pleasing as the control post but was crafted to look less like an ad and with copy that suggests more urgency.

The Control Post

This is the original giveaway post published on Facebook. In the A/B test, it functioned as the control and received a $40 sponsored post boost.

A/B Copy Test Results

More than triple the number of people reached, that’s a 205.09% increase.

Almost four times the total post engagements compared to the control post, that’s a 276.77% increase.

Nearly quadrupled (4x) the comments on the new post.

Almost three times the post shares compared to the control post.

These results were created using a $0 budget.

Raw Data

Key Performance Indicator (KPI)ControlTest Post
Boost $$40$0
People reached6,499 (only 209 through boost)19,828
Engagements564 (only 43 through boost)2,125

About JAX Inc.

JAX is a legacy business with a heart for conservation. Family-owned and operated since 1955, the retailer is a local destination for outdoor gear, clothing, footwear, farm and ranch supplies, home essentials, gifts, hardware, and military surplus items.

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