This case study highlights some pretty incredible results that were achieved when the @Mssg campaign was connected with an Action Network petition page. The Democratic Coalition Against Trump (DCAT) is a progressive organization that organizes across many issues and still is able to keep focus on what’s important in these crazy timesIn this campaign, DCAT used Facebook Messenger to drive supporters to a petition page fighting the tax bill and demanding to see Trump’s taxes.
The Democratic Coalition had previously connected with supporters over Facebook Messenger, collected supporter data and built a list of people subscribed to Facebook Messenger news alerts. The Senate’s discussion of the Trump tax plan was the perfect news opportunity to activate their list.
The User Experience:
Users received a message on Facebook Messenger that explained the situation and asked them to reply with a reaction – emoji or text in response to the news. When the user responded, the conversation continued and they received another message that included a button to sign the petition.
When supporters clicked the button, the petition page opened inside Facebook Messenger and the supporter details were auto-filled into the Action Network petition page.* The user just needed to submit the petition.
Results were astounding. Overall, 23% of the people that received the message, completed the petition. That’s more that 20x better than what most organizations expect to see from email blasts.
Analytics from messaging campaigns work quite different from webforms. Each response or click tracks more data and offers insights into user behavior and disposition.
● 35% of the people that received the message responded. Almost all of these responses happened within 2 hours.
● Of the people that responded to the news alert, 72% opened the petition in Messenger.
● Of the people that opened the petition in Messenger, 91% completed the petition.
This activation demonstrates that Messenger is a great channel to engage users and also drive action. There’s one more interesting aspect to the Messenger conversation. When users were asked to reply, they provide interesting qualitative information. They’ll explain how they’re angry, scared or shocked. This type of “opening up” offers some interesting future engagement opportunities.
We encourage you to connect with DCAT on Facebook Messenger to see how they are using the channel. Click here and send in a message, or open Facebook Messenger on your phone, search for TheDemocraticCoalition and message in.
@Mssg is the platform that powers Facebook Messenger campaigns. You can read another case study here or download the Playbook that shows how to use messaging as a marketing channel.
*@Mssg autofills the Action Network petition with data that had been collected in previous conversations with the user.