The Grave Woman

The Gravewoman faced challenges in reaching a wider audience for her cultural grief education courses due to the absence of a structured paid media strategy, limiting her ability to effectively target and engage the right individuals.

https://thegravewoman.com/

Challenge

The Grave Woman is a platform dedicated to advocating for Cultural Competency, Racial Inclusion, and Diversity in grief care. Through her educational courses, she provides professionals and individuals with the knowledge and tools to navigate grief in a culturally aware and inclusive manner.

Solution

The Grave Woman sought to expand the reach of her courses through paid media but lacked an Ads Manager account and a structured digital advertising strategy. Without proper audience segmentation and campaign testing, she was unable to effectively engage her ideal audience.

Our team implemented a data-driven paid media strategy, including:

Facebook Ads Manager Setup – We established and configured her Ads Manager account for optimized campaign management.
Custom Audience Targeting – We built tailored audience segments based on interests, behaviors, and demographics to ensure her ads reached the right people, including funeral professionals, therapists, and individuals seeking grief support.
A/B Testing – We experimented with multiple ad variations, testing different messaging, creatives, and calls-to-action to determine which approach resonated most with her audience.
Optimized Budget Allocation – Based on performance insights, we adjusted ad spend to maximize ROI and engagement.

Results

Improved ad performance through audience refinement and creative testing. By leveraging strategic audience targeting and A/B testing, we helped The Grave Woman scale her impact, bringing greater awareness to her mission and ensuring her courses reached the communities that needed them most.

Ad A demonstrated strong performance with a 4.67% Click Through Rate (CTR), indicating high viewer interest and effective call-to-action placement. While the 55.92% hold rate suggests that over half of viewers stayed engaged for the full duration, optimizing the hook rate (39%) could further enhance initial engagement and overall ad effectiveness.

Ad A leveraged scarcity marketing by incorporating 'Masterclass Flash Deal' in the ad copy. This strategy was designed to create a sense of urgency and exclusivity, encouraging immediate action and driving higher engagement and CTR.

Ad B demonstrated strong performance with a 5.82% Click-Through Rate (CTR), indicating even higher viewer interest and effective call-to-action placement compared to Ad A. The 63.47% hold rate suggests that a majority of viewers remained engaged for the full duration, while the 49% hook rate indicates stronger initial engagement. Further optimizing the hook rate could enhance overall ad effectiveness.

Ad B focused on value-driven messaging by highlighting that the masterclass offers 2.75 continuing education hours. This approach leveraged practical benefits and professional development incentives, encouraging immediate action and driving higher engagement and CTR.

The Melanin Makeup Masterclass ad set was the top-performing PPC campaign, achieving the lowest cost per click (CPC) at just $0.25. In comparison, Version B had a CPC of $0.29, reflecting a 4-cent reduction in cost for the winning ad set. By optimizing audience targeting and refining ad creatives, the campaign successfully lowered PPC costs while increasing engagement and conversions, maximizing return on ad spend (ROAS).

From The Client

"Celine Media Group has built such a strong relationship with our organization that we see them as an extension of our IT department. We can always count on outstanding service, whether by phone or email, and they consistently make us feel like their top priority."

Celine Media Group handles strategic pitch development and PR efforts for The Grave Woman, shaping compelling messaging that aligns with her brand’s vision and resonates with her target audience. Catch her feature in Black Audacity Magazine from February 2025!