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Case study
Tuborgfondet · Foundation supporting young people's ideas, Denmark

463,654 impressions from LinkedIn Ads in 7 months.

Tuborgfondet funds young people's projects and wants both decision makers and young people to know it. We ran its LinkedIn brand awareness ads, tested images, videos and texts, then took the winners to a young audience, where the click-through rate almost doubled.

  • 7 months
  • LinkedIn Ads
  • Denmark
Services provided
  • LinkedIn Ads
  • Strategy and targeting
  • Ad copy
  • Image, video and text testing
  • Retargeting and text ads

Who we targeted

1Audience

  • Stakeholders in Danish business and civil society
  • Young people aged 16 to 30
  • Teachers and youth educators
  • Ad engagers and site visitors (retargeting)

Stakeholders came first. In the final months the focus moved to young people interested in sustainability and entrepreneurship.

2Industry

  • Foundations
  • NGOs and interest organisations
  • Business organisations
  • Music and culture
  • Education

3Company size

  • All sizes

Targeted by job title, seniority and age, not company size.

4Job titles

  • Director
  • Programme manager
  • Project manager
  • Board member
  • Journalist
  • Teacher
  • Founder

5Countries

  • DKDenmark

All ads in Danish.

The numbers

More people saw Tuborgfondet, and more of them clicked.

Results from Tuborgfondet's LinkedIn Ads reports over 7 months.

3,370

Clicks

Clicks from the ads to Tuborgfondet's articles and website.

1,134

Videos watched to the end

Full views of the video ads in the last two report periods.

2.64%

Click-through rate

On the image ads for young people, against a 0.35% LinkedIn average.

463,654

Impressions

Times the ads were shown to stakeholders and young people in Denmark.

Click-through rate, first report to final report
1.64%click-through rate, up from 0.87%

We tested images, videos and texts and kept only the winners. Bright images of young people together, a coloured box with text over the picture and numbers in the first line all beat the rest. Once these creatives reached young people, the click-through rate across all campaigns almost doubled.

First report, first campaigns0.87%
Final report, after testing1.64%

Average click-through rate across all campaigns in each report period, as reported by LinkedIn.

ChallengeKnown by the older crowd, not by the young people it funds

Tuborgfondet supports young people who want to build something together, from green start-ups to music and democracy projects. But more older people than young people knew about foundations like it. The foundation wanted decision makers to see how its grants help Danish business, and young people to know they could apply.

The goal: make stakeholders and young people know what Tuborgfondet does, and get young people to see they can apply.

SolutionTest everything, then move the spend to what works

We started with brand awareness ads to stakeholders: foundations, NGOs, business organisations, the music scene, press and board members. The first month was all tests of images, videos and texts. Then came a full text test, retargeting with longer videos, and short text ads for cheap reach.

We learned that graphics with a colour that breaks up the image win, and that numbers in the first line get clicks. In the final months we built campaigns for young people aged 16 to 30. Bright pictures of young people together, celebrating, did far better than the rest.

ImpactMore reach, and a click-through rate that kept climbing

Over 7 months the ads were shown 463,654 times and brought 3,370 clicks. The video ads were watched to the end 1,134 times. In the final report period the click-through rate across all campaigns was 1.64%, up from 0.87% in the first.

The image ads for young people reached a 2.64% click-through rate, against a 0.35% LinkedIn average.

How we helped

What we did, and when

Stakeholder awareness first, then text ads and retargeting, then campaigns for young people.

  1. Month 1

    Strategy and targeting

    Strategy meeting, two audiences (stakeholders and young people aged 16 to 30), messages and ad copy built on Tuborgfondet's own story.

  2. Months 1 and 2

    Launch

    Brand awareness image and video ads went live to stakeholders. The first report, in month 2, showed 44,831 impressions and a 0.87% click-through rate.

  3. Months 2 to 6

    Testing and optimisation

    Image, video and text tests, retargeting with longer videos, text ads, narrower audiences, then new creative for young people.

  4. Month 7

    Results

    143,941 impressions and 2,358 clicks in the final report period alone, at a 1.64% click-through rate.

Month by month

Clicks took off once the young audience went live.

One bar per client report, with the click-through rate for that period. Report periods vary in length.

Clicks per report

All campaigns, clicks since the previous report.

Clicks
  1. 338
    Month 20.87%
  2. 316
    Month 30.98%
  3. 358
    Month 50.73%
  4. 2,358
    Month 71.64%

How we count. Months are counted from the strategy meeting and first campaigns. All figures come from Tuborgfondet's four LinkedIn Ads reports, each covering the period since the previous report and labelled by the month it was delivered. Impressions and clicks are the sums of the four reports. The first two reports count clicks through to Tuborgfondet's article, the last two count clicks as reported. Click-through rate is the average for each period as stated in the reports. Videos watched to the end are the sum of the two reports that include video views. The month 5 rate excludes text ads, as reported. The 0.35% LinkedIn average is as quoted in the reports.

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