STORY___BOARD
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FINAL____CONTENT
In late 2025, this A/B test ad campaign was created and produced for dissemination on Meta platforms, with the goal of joint list acquisition for CARE International. The campaign had an overall conversion rate of roughly 5%, well above the industry average of 1-2%. After two sets of visual and copy-based variations were tested against each other, the findings were compiled into an ongoing messaging guide for global health stakeholders. This analysis was a secondary benefit to the list acquisition for advocates across the U.S., captured through an online petition on the videos' click-through.
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VIDEO #1
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VIDEO #2
MATERNAL HEALTH____