Case Study | Lead generation


Lead generation
for a better world.

Co-founded by Bono (U2), ONE is a global non-profit organisation that fights extreme poverty and preventable disease by raising public awareness and pressuring political leaders to support policies and programs that are saving lives and improving futures.

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What did we do?

Lead Generation

Paid Social

A/B Testing

Marketing Analytics

How boostU ONE helped reach 467 signed petitions against world inequality.



For this campaign, ONE was looking for people to sign the petition in support of their actions for an equal world. At the moment, ONE as an organization is still quite unknown in Belgium and they were looking for a partner to create social issue ads that resulted in leads.

boostU helped them come up with the appropriate Growth Marketing Strategy for reaching as many converting leads in Belgium as possible.

In Growth Marketing, there is room for experimentation. The set-up of social issue ads comes with a number of sensitive issues and challenges where it is important to move fast. A lean & mean approach with weekly optimizations was therefore the way to go.

The objective was simple: increase the online visibility of ONE among the right target audiences in order to eventually collect as many signed votes as possible for their petition against the unequal distribution in the world.

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The objective was clear. Here’s what we achieved…






Average CPL


Cost per Lead

What made this a success case?


Conversion Rate Optimization

The most important thing to understand in phase 1 is what converts and what doesn’t. For this reason, we initially tested the following two conversion points: creating an external landing page versus creating an instant form on social media itself.

We quickly came to the conclusion that an external landing page kept our target audience away from the main goal: signing the petition. This optimization reduced the cost per lead by 60%.


Messaging & Ad Copy

What messaging works best for the target audience? We break down the campaign into several phases, testing a new focus each time:

1. Political point of view of an unequal world
2. Emotional point of view of an unequal world
3. Current point of view of COVID-19

In this way, we know which point of view our target audience can most relate to for optimizing results.


Dynamic Ads

Thanks to dynamic ads, we take multiple elements from ads (such as images, videos, titles, descriptions and CTAs) and then optimize them to deliver efficient results for each display of the ad.

This allows us to create personalized creative variations for each individual viewing the ad. This is an efficient way for automating best practices from previous phase.

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