Fair Lane: Home of Clara and Henry Ford
Fair Lane: Home of Clara and Henry Ford is a historic estate and museum in Dearborn, MI, dedicated to preserving and sharing the legacy of Henry and Clara Ford. As a 501(c)(3) nonprofit, the organization launched a Sweepstakes to Win a 2024 F-150 Raptor R, designed to raise funds for the Henry Ford Estate.
Objective
The primary goal was to drive sweepstakes entries by encouraging donations through a nationwide digital advertising campaign on Facebook and Instagram (Meta Ads).
Our Strategy
From March to December, we executed a multi-phase advertising strategy aimed at maximizing reach, engagement, and conversions:
Full Ad Management: We handled everything from account setup, ad creative design, copywriting, audience targeting, and budget allocation to ongoing optimization.
Nationwide Targeting: Our campaigns reached audiences across the entire United States, focusing on potential donors with an interest in classic automobiles, history, and charitable giving.
Ad Campaign Optimization:
Traffic Campaigns: To generate awareness and drive high-intent traffic to the sweepstakes page.
Conversion Campaigns: Focused on turning engaged visitors into sweepstakes participants.
Ongoing Performance Refinement: Each month, we analyzed performance data and refreshed our ad creatives, adjusting targeting and messaging to maintain engagement and improve conversions.
Customized Reporting: We provided the client with detailed performance reports showcasing key insights and measurable results.
Results & Key Metrics
Return on Ad Spend (ROAS):
Ad Performance ROAS (based on Meta ad spend): 247%
Overall ROAS (including total client investment): 139%
Driving Real Results for a Historic Cause
Our Meta ad strategy successfully drove sweepstakes entries and increased donations for the Henry Ford Estate. With an Ad Performance ROAS of 2.47x, our campaign effectively generated significant returns from Facebook and Instagram advertising. Our work in this sweepstakes helped Fair Lane reach their fundraising goal while expanding their audience reach and engaging new supporters nationwide.
By leveraging data-driven optimization, strategic targeting, and creative ad execution, we helped Fair Lane maximize its digital advertising impact. We proved that well-crafted Meta-campaigns can drive real, measurable results.
