Real-Life Case Study:
Last year, a team in LAC (Latin America and Caribbean) decided to create a journey for the Easter season. They had two primary audiences -- a believer persona who was wanting to learn how to help others grow in their faith and a curious persona who was open to hearing about a relationship with Christ. They decided to run their journey in 3 countries -- Panama, Mexico, and Colombia.
Once they had their persona and their goal, they mapped out the steps for their journey. This is how they set it up:
Step 1: Through a targeted ad, on Facebook, people were exposed to an image ad with the option to click and watch a video. The video clip was a Jesus Film clip.
Step 2: They could watch the video, and then at the end, a question popped up: “Where do you look when you need to be rescued from your problems?” For the question, there were two response options: “To Myself” or “ To Jesus.”
Step 3: If they clicked on the answer “To Myself,” they were offered another video to watch that was evangelistic in nature, with 2 more questions at the end. Based on their response, if they were open, they were given either a presentation of the Gospel or next step to check out the Spiritual Starter Kit (www.StartingwithGod.com). If the person answered “To Jesus” in the first question, they were then offered resources to help them start building a movement as a way to help others grow in their faith, and offered a way to register to find out more.
As a result, they were able to follow up with 45 people in Panama who registered to find out more!