In 2024, Benny launched a tool that aimed to simplify the process of applying for government benefit programs. As a brand new product to the market, the social ad campaigns were treated as a blank slate to test and learn about their market and gauge audience interest.
Client: Benny App
Agency: PureFunnel
CAMPAIGN 1
In the first campaign, shown above, the messaging focused around the Affordable Connectivity Program. Benny wanted to educate their audiences about the program, while conveying that their platform would make it fast an easy to check eligibility, select a plan, and apply. Message variants tested between whether “free” or “save $X” would be more appealing to audiences, while creative concepts varied between people-focused, product-focused, and text-based visuals.
CAMPAIGN 2
The second wave of ads aimed to encourage the audiences to register their interest for a program that would allow them to build credit and earn cash back with their SNAP/EBT benefits purchases.
Creative variants included testing between people-focused imagery vs. the credit card itself, and learning whether earning cash back or building credit is a more appealing benefit.
RESULTS
Ultimately, the tests led to insightful data that allowed Benny to make important decisions about their business development as they continue to grow.
