
Christmas Facebook Ad Campaign Focus Group Results
We had a focus group of young adults evaluate 25 different Christmas themed Facebook ads. This is what we learned.
Methodology
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.
Demographics
Our focus group consisted of 64 young adults.
Notable demographics of our participants are displayed below:

The Results: Before and After
Volunteer Opportunities
Impact Ranking: 4.67Photo Ranking: 4.51


Get to Know God
Impact Ranking: 4.36Photo Ranking: 4.51


Who Am I?
Impact Ranking: 4.21Photo Ranking: 4.20


Seeking a Purpose
Impact Ranking: 4.21Photo Ranking: 4.07


Building Friendships
Impact Ranking: 4.20Photo Ranking: 4.08


Fitting In
Impact Ranking: 4.20Photo Ranking: 4.00


Community Involvement
Impact Ranking: 4.11Photo Ranking: 4.31


Perspective
Impact Ranking: 4.11Photo Ranking: 4.10


Charity
Impact Ranking: 4.10Photo Ranking: 3.93


Helping People
Impact Ranking: 4.07Photo Ranking: 4.07


Building a Family
Impact Ranking: 4.00Photo Ranking: 3.90


Friendship/Loneliness
Impact Ranking: 3.98Photo Ranking: 3.77


Depression/Anxiety
Impact Ranking: 3.92Photo Ranking: 3.80


Romantic Relationships
Impact Ranking: 3.89Photo Ranking: 4.00


Making a Difference
Impact Ranking: 3.89Photo Ranking: 3.64


Marriage
Impact Ranking: 3.84Photo Ranking: 3.93


Experience God’s Love
Impact Ranking: 3.84Photo Ranking: 3.74


Attending Church Services
Impact Ranking: 3.82Photo Ranking: 3.82


Questions About God
Impact Ranking: 3.82Photo Ranking: 3.79


Bring Value to Others
Impact Ranking: 3.80Photo Ranking: 3.87


Doubts
Impact Ranking: 3.77Photo Ranking: 3.54


Work/Life Balance
Impact Ranking: 3.77Photo Ranking: 3.79


Forgiveness
Impact Ranking: 3.74Photo Ranking: 3.62


Death
Impact Ranking: 3.72Photo Ranking: 3.56


Helping the Poor
Impact Ranking: 3.49Photo Ranking: 3.30


Qualitative Comments
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.”