We implemented agile, responsive marketing: 

We responded rapidly to the live news cycle, speaking to breaking headlines to drive leads for as little as £0.37. When the general election was called, we pivoted to "get out the vote" messaging and prepped ads for the new government to ensure a constant lead flow whatever the political weather.

We developed strategic value exchange items: 

By identifying where Liberty’s work crossed over with audience concerns, we created the "Practical Protest Guide." We tested various ad creatives and adapted the campaign for specific demographics, such as university students during Freshers Week.

We conducted extensive testing and optimisation: 

To drive the lowest possible CPL, we tested a wide range of creative routes, hooks, and angles before scaling what worked. We also discovered that Meta’s native lead-gen forms performed as well as custom sign-up pages, significantly increasing our speed to market.

We focused on mobilisation-led lead generation: 

Our approach centered on attracting and mobilising supporters to drive real-world impact. This strategy helped grow the email programme by 143%, resulting in a total file of over 300,000 opted-in leads.