Digital ad spending data for the week of April 18th to April 24th
Earth Day fundraising and a look at climate groups’ Snapchat campaigns
Here are the top 25 spenders on climate-related Facebook ads last week.
“Science Moms” was again among the top spenders among climate groups last week, but overall most groups increased their Facebook ad spending from the previous week, in most cases to fundraise or collect emails on and around Earth Day.
The Environmental Defense Fund was one of those groups and their significantly larger investment last week (about $60k more) made them THE biggest spender among climate groups. They launched a new email acquisition around going “bold” on climate action, and they also appear to be testing ads promoting the American Jobs Plan that are targeted toward young women.
Here’s a sample of some of the other Facebook fundraising ad campaigns from Earth Week:
Not many companies, organizations, and campaigns have invested any money in political ads on Snapchat, but so far this year seven climate groups have spent over $190k on the platform. Here’s how much those climate groups have spent on Snapchat so far this year:
Unilever, which has spent over $130,000 on Snapchat ads, ran a campaign in February that touted a partnership between their tea brand, Tazo, and SZA that is focused on the disproportionate consequences of climate change among communities of color.
More recently, the Illinois Clean Jobs Coalition spent $34 on a campaign advocating for the passage of the Clean Energy Jobs Act, which would put the state on track to reach 100% clean energy by 2050. Patagonia spent nearly $6k on the platform advocating conserving 30% of our lands and waters by 2030, as well as a couple of smaller campaigns raising awareness for specific ecosystems in Hawai’i and San Diego.
Finally, NC WARN invested over $12k on a Snapchat ad campaign targeting major metropolitan areas in North Carolina - Charlotte, Raleigh, Winston-Salem, etc. - advocating against Duke Energy’s fracking plans and their opposition to adopting renewable energy sources.
NC WARN was also the only climate group to be included in Google’s ad library last week, running the same campaign we reported to you last week. Reminder, Google only archives political and issue ads that mention a candidate for state or federal office, but we believe that could soon change.