Te Mātāwai Case Study: LinkedIn & Facebook Ads
How Somar Digital Helped Te Mātāwai Achieve Success with Targeted LinkedIn & Facebook Ads
Te Mātāwai are an organisation in Aotearoa New Zealand that are dedicated to restoring the use of te reo Māori. They needed help to run Facebook and LinkedIn ads that would showcase videos they had produced which promote various community run initiatives around revitalising te reo Māori.
Somar Digital set up and managed these ad campaigns for Te Mātāwai(external link) with the goal of achieving high audience reach and engagement.
About Te Mātāwai
Te Mātāwai is an organisation in Aotearoa New Zealand focused on revitalising te reo Māori as a vibrant and living first language. Working closely with iwi, Māori communities, and government agencies, Te Mātāwai leads initiatives that ensure te reo Māori thrives in homes, communities, and the country as a whole. Their mission is deeply rooted in strengthening cultural identity, empowering Māori-led efforts, and ensuring that future generations grow up in an environment where te reo Māori is cherished and widely spoken.
Understanding What Te Mātāwai Wanted
Te Mātāwai’s primary objective was to raise awareness about the initiatives they were launching and to celebrate their successes in promoting te reo Māori. The organisation sought to maximise its budget by achieving impactful reach and engagement across key audiences. Through carefully targeted Facebook and LinkedIn campaigns, Te Mātāwai aimed to reach the most relevant audience, ensuring their message about the importance of te reo Māori resonated deeply. Running video ads was central to this strategy, as it allowed them to effectively showcase their initiatives in a culturally engaging and visually impactful way.
Facebook + LinkedIn Ads
The Facebook and LinkedIn ad campaigns, which ran for four weeks, were designed to achieve two key objectives: video views and engagement. Incorporating te reo Māori into the ads was vital, reflecting the essence of Te Mātāwai’s mission. Facebook ads provided a powerful platform for reaching a broad yet targeted audience, while LinkedIn helped engage a professional demographic aligned with their promotion goals. These platforms enabled Te Mātāwai to expand their digital presence, enhancing their visibility and connection with Māori communities, language advocates, and relevant organisations.
Audience Targeting
The targeting strategy was carefully crafted to reach individuals and organisations with an interest in cultural heritage, language teaching, and advocacy for te reo Māori. Audiences included visitors to Te Mātāwai’s website, LinkedIn page followers, and those who had previously engaged with their video content. We also targeted lookalike audiences to extend the campaign’s reach to people with similar interests and connections. Relevant organisations such as Te Puni Kōkiri, Ngāi Tahu, and Te Taura Whiri i te Reo Māori were also included, ensuring a comprehensive approach to driving awareness and engagement.
Ongoing Partnership
Somar Digital continues to work closely with Te Mātāwai to manage ongoing campaigns across Meta and LinkedIn. This partnership is far from a one-off effort; instead, it’s an evolving collaboration with a focus on continually optimising ad performance. Our monthly tasks include refining audience targeting, testing ad placements and copy through A/B testing, ensuring account compliance, and providing regular reporting. Regular progress meetings keep Te Mātāwai informed and involved, allowing us to deliver ongoing results that align with their mission of revitalising te reo Māori.
Results
Facebook ads
- Effective Reach and Engagement: The campaigns have successfully reached a large audience 300,000+ and maintained high engagement rates, showcasing the content's ability to resonate with the target audience.
- Growth in Followers: Successful in attracting hundreds of new followers, expanding the community and potential reach for future content.
- High Interaction Rates: The campaigns received substantial interactions (reactions, comments, shares), indicating strong audience engagement and interest.
- Strong Call-to-Action Performance: High number of link clicks 4,000+, reflecting strong call-to-action performance and audience interest.
- Efficient Budget Use: Achieving these metrics within the given budget highlights efficient use of resources.
LinkedIn ads
- Follower Growth: 500% month-on-month follower increase, demonstrating the campaigns’ effectiveness in attracting and engaging new audiences.
- High Video Plays: The campaigns generated a significant number of video plays, 20,000+. This indicates strong video content performance and viewer interest.
- Impressions and Visibility: High impressions across all campaigns, 23,000+ total, showing successful reach and visibility of the content to the target audience.
- Efficient Budget Utilisation: The campaigns effectively used the budget to achieve significant reach, engagement, and follower growth, highlighting efficient allocation of resources.