How we designed a scalable META campaign at the time of anti-fur legislative breakthrough

The fight to ban fur farming in Poland lasted for years. Previous efforts—investigations, publications, lead generation campaigns—built the foundation. This case study focuses on the moment when the ban was practically within reach. It was a cinch.

We faced:
⌛ time pressure
📢 changing rules for the META advertising platform
and the knowledge that it could take a month... or six months, or... 🤷‍♀️

Strategy before clicking "Publish"

The first decision wasn't about targeting or creative. It was about the calendar. I cleared it.

A large campaign isn't a "side-by" project. It's a central project. If it's going to be the core of the entire effort, it needs full attention.

I established a dedicated team:
a person who coordinated the creative, created the copy, and "ordered" graphics and videos, the person who created graphics according to the instructions and the person who created the video according to the instructions .

💡 A large campaign isn't about "making ads." It's about being able to react quickly, test, and scale without bottlenecks.
A dedicated team is essential for such action. Especially when you need to react quickly while running multiple ads simultaneously. 

The main assumption of the campaign: time and scalability

We didn't know how long the campaign would last.

Therefore, two things were crucial:

1. Time/Speed ​​and breadth of reach - we didn't know whether the campaign would last a month or half a year,  but we needed quick results

2. Flexible scalability - we needed activities that would allow us to achieve large reach very quickly 

Cost per conversion was important, but not crucial. The key was whether we could scale up at any time dynamically and generate results quickly without losing control.

Campaign architecture - how to increase reach without increasing frequency

The premise was simple:

💡   Reach (the group to which META will show your ads) changes with every campaign variable. Not just the target audience.

Also:
campaign objective,
creative context,
format (graphics vs. video).

Therefore, the structure was developed consciously.

🚀 First division: campaign goal

We separated (at the campaign level):

• conversion (clicking a button),

• custom conversion (visiting a thank you page) - classified as a sale, which forced me to use only the Advantage+ group and give more control to the algorithm,

• campaigns in the political category (while it was available). *Separating it helped avoid later technical errors. 

For the algorithm, these are different events. For us, they are different doors to different people.

🚀🚀 Second division: creations - differentiation increases reach

We separated (at the ad set level):

• audience groups (cold according to our settings, lookalike, Advantage+),

• communication contexts (urgency, social proof, animal suffering, animal help, impact on local communities, empowerment of the recipient),

• formats (graphics separately, video separately).

Why so many?
Because differentiation increases reach.

In META different people respond to different triggers. Different people will respond to content focused on animal suffering, while others will respond to creatives showcasing social proof. Someone who clicks on a video will often not click on an image, and vice versa.

We didn't want a single effective creative in the campaign; we wanted multiple effective conversion sources.

🔥 Separating content formats and contexts allows to:

• increase reach,

• maintain low frequency,

• avoid a situation where one "best" creative limits overall reach.

Video is often the most effective creative in an ad set – META often focuses on showcasing video without presenting any other content. Separating video allows to avoid this situation.

Structure effect:

1 campaign (button sign up for action)

• 22 ad sets

• 128 creations

2nd campaign (thank you page visit):

• 8 ad sets

• 36 ads
  
  

3rd campaign (thank you page visit):

• 4 sets

• 24 ads
  
  

4th campaign - political (button sign up for action)

• 11 sets

• 80 ads

Video (vertical and square):

Optimization – how do you do it at such a scale?

1. Set a starting budget

Enough to get started quickly and scale quickly, but not so large that you overshoot your costs.

Our budget: 20–31 EUR per set.

2. Scale slowly

+20% of your budget with good results.

This way, the algorithm doesn't get confused, and the cost per conversion doesn't skyrocket.

3. Don't obsessively analyze individual ads creations

Look at the ad set level.

If the average cost is acceptable, don't disable it.

4. Only disable what actually breaks the average.

As long as the average across the entire structure is satisfactory, the campaign is working.

Mobilization before the vote — write-to czasdzialania.pl

Knowing the date of the bill's vote in the Sejm, we launched a wrtite-to website enabling emails to be sent to MPs. The website's advertising campaign should have launched immediately, but the META Pixel was blocked by cookies. I delayed the campaign launch.

💡 Today I know: I should have launched even without the data. It was worth the risk!

Campaign structure

Two groups:

1. People who follow Otwarte Klatki, people who interacted with Otwarte Klatki' content, people in our mailing database,

excluding people who visited the write-to page and signed up at CzasnaZakaz.pl, and people who have already completed the task.

2. High-intent people — who previously visited the campaign pages: people who signed up on CzasnaZakaz.pl, people who visited CzasnaZakaz.pl, people who were on the write-to page, excluding people who have already completed the task on the write-to page.

Automation - a wasted opportunity

Less than a day before the vote, we published a reel with influencers and a CTA: "Leave a comment and we'll send you a link to make animal farming history."
from a single day generated 26 action-takers, indicating potential for this channel (compared to 52 from bio and 80 from stories over the entire campaign). 

Motivation for the president — write-to listydoprezydenta.pl

Campaign structure

Two campaigns:

1. Goal: Contacts/Registration

• Remarketing (followers, people who interacted, people who visited pages related to the anti-fur campaign and the main Otwarte Klatki campaign, people who signed up for the campaign, people from the email database)

Exclusion: People who confirmed the campaign on the "List to the President" website

2. Goal: Conversion/Sales

• Remarketing: people who have interacted with Otwarte Klatkis materials in any way - they have visited pages, are followers, reacted to content or are on the mailing list.
  It lasted 17 days., excluding the group used in the contact campaign

You might not want to read all this, especially since there aren't many images.

So, if I were to leave you with just one piece of advice, it would be:

The META will take away more and more control over your audience. Therefore, take advantage of all the other differentiation options you still have:

🔥 different goals,
🔥 different formats,
🔥 different contexts,
🔥 a well-thought-out structure.

🌟 Don't fight the algorithm. Design your campaign so it has room to work.