Christmas Facebook Ad Campaign Focus Group Results

Our focus group participants were asked to rate each advertisement based on two metrics on a scale of 1 to 6: Impact Rating and Photo Rating. They were also asked to provide comments articulating their reaction and to provide suggestions as to how each advertisement could be improved.

We then revamped each advertisement based on the feedback received. You can see before/after comparisons in the results section below.

In addition to the focus group providing scoring based on the two ratings discussed earlier, it also produced a great deal of actionable feedback in the form of qualitative comments.

Some of the most commonly received positive feedback was:

• “Shows what the church is really about.”
• “Makes the church feel welcoming.”
• “This is something I want to be a part of.”
• “Shows that the church is engaged in community involvement.”

On the other hand, some of the most commonly received criticism was:

• “Photo seems disconnected from the message.”
• “Some photos seem like stock photos/are too staged.”
• “Not enough diversity (racial and otherwise) present in photos.”
• “Santa hats don’t give a Christian vibe and seem to be a recurring theme.”
• “Trying too hard to make Christmas look ‘fun’ for millennials.”