Millennial focused Facebook Ads
Millennial Group Methodology
Millennial Focused Ads
Millenial Focus Groups
Church facebook ad millennial focus group
Shown below are 40 Facebook ads that were created with the help of a Millennial Focus Group. We started by identifying topics that are of high interest to millennials and then we created a draft of those ads.
We asked the Focus Group members to participate because they were in the millennial age range and were neither committed atheists nor frequent churchgoers. We included single males, single females. And married couples. We gave the participants these instructions:
“We’re looking for your immediate reactions to our ads (whether they are positive or negative) and why they either spoke to you or turned you away. We’d like you to view the mocked up ads one at a time. Write your immediate reaction to the ad in the space provided. Please rate the overall impact of the ad from 1 to 5, with 1 being negative and 5 being positive We’d also like you to rate the impact of the pictures from 1 to 5, with 1 being negative and 5 being the highest positive impact. Your answers will be referred to anonymously in any reports that result from this project. As a thank you, all participants will receive a gift card to Panera Bread for $25. Please follow the link below to a shared google sheet.”
AD #1
Ad Before Focus Group
Ad After Focus Group
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | It’s a good question and I wonder what the article will say. | 3 | 4 |
| Single Female #2 | Wording is off – maybe “Story of Jesus” or something similar. | 3 | 3 |
| Single Female #3 | Beautiful picture, “Let’s explore it together” is kind of cheesy. | 3 | 5 |
| Single Male #1 | The ad is visually appealing but the wording of the phrase “at odds with science” makes it sound like the article is going to discredit science. | 2 | 3 |
| Single Male #2 | Seems to want to discredit science, or label it as a challenge to Christianity. | 2 | 4 |
| Single Male #3 | My immediate reaction is that this is a good question, but that the phrasing is not the best. I think phrasing it “Is religion at odds with science?” or “Is Christianity at odds with science?” may make more sense. I also would maybe even leave out the “It’s a fair question” part because this seems a bit leading. Leaving it with just the question make sit more open-ended and inviting in my opinion. | 3 | 4 |
| Married Couple #1 | Enjoyed the picture, and that prompted us to read the title | 3 | 3 |
| Married Couple #2 | This ad certainly doesn’t turn us away. We agree that it is a fair question. Would like to see more context. | 3 | 2 |
| 2.75 | 3.50 | ||
| Create V 1.1? | Yes | ||
| Rewrite? | Yes | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #2
Ad Before Focus Group
Ad After Focus Group
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | The answer ought to be yes, glad they are asking. The shiny bible is a bit much though | 3 | 1 |
| Single Female #2 | Picture is cheesy “churchy” | 3 | 2 |
| Single Female #3 | The photo of the bible makes the whole picture look kind of old-fashioned and doesn’t really draw me in. | 3 | 1 |
| Single Male #1 | I like this ad because I can see it appealing to someone who may be on the fence about what they believe. | 4 | 4 |
| Single Male #2 | I like this ad, because it draws in people of faith who believe in evolution, those not of faith who believe in evolution, or people on the fence of either to want to explore the topic more. | 4 | 5 |
| Single Male #3 | This is phrased well and draws my attention. | 4 | 5 |
| Married Couple #1 | Asked a valid question, and we’re curious enough to read on | 4 | 3 |
| Married Couple #2 | We have already made up our minds on evolution and there is no changing it. | 2 | 1 |
| 3.38 | 2.75 | ||
| Create V 2.1? | Yes | ||
| Rewrite? | No | ||
| New Picture? | Yes | ||
| Run new version by focus group? | No |
AD #3
Ad Before Focus Group
Ad After Focus Group
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Yowch- it triggers my “this is people dissociating their authority onto God” reflex. But it does make me wonder what it says | 1 | 1 |
| Single Female #2 | A photo depicting war abroad would have a stronger impact than a patriotic image | 5 | 2 |
| Single Female #3 | I like the picture with this topic. “Good Question, Tough Question” is cheesy and I think that part isn’t needed | 4 | 5 |
| Single Male #1 | I like the initial question but the phrases afterward take away from the impact to the point that I wouldn’t click the ad. | 2 | 4 |
| Single Male #2 | This is a very abrupt; however, pressing message that many of both faith and not of faith ask constantly. I think it would entice many to continue reading. | 3 | 4 |
| Single Male #3 | I like the question, but I would personally leave out the “Good question. Tough question.” part. To me, it is more inviting as just an open question. This added phrase makes it sound like someone was trying to write for a millennial audience, and it sounds a bit forced. | 3 | 3 |
| Married Couple #1 | This is one of the bigger questions, and we enjoy the conversation being created | 4 | 4 |
| Married Couple #2 | Dislike the use of the word “wrestle”. Other than that the wording is intriguing. | 5 | 1 |
| 3.38 | 3.00 | ||
| Create V 1.1? | Yes | ||
| Rewrite? | Yes | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #4
Ad Before Focus Group
Ad After Focus Group
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | This one seems more like a plea and since it’s more out-of-anyone’s-control it is less triggering for me. It seems more of a legitimate question to me. | 4 | 4 |
| Single Female #2 | “Let’s pray for answers together” is cheesy churchy. Rest of ad is solid | 4 | 4 |
| Single Female #3 | If you are trying to bring in people who may be skeptical about religion, I wouldn’t say “Let’s pray” because that may be off putting for people who don’t typically pray | 3 | 4 |
| Single Male #1 | This ad appeals to a question that a lot of people may have and peaks interest enough to click the link | 4 | 3 |
| Single Male #2 | Very difficult topic. One that non-believers may use as fuel to their argument. | 3 | 5 |
| Single Male #3 | I don’t particularly like the part where it says “Let’s pray for answers together.” This sounds like we would simply pray and wait for an answer. In my experience as a millenial, something like “Let’s research this together” or “Let’s find out more together” may be more effective. | 3 | 3 |
| Married Couple #1 | Similar to the last ad, the picture connects to the title well | 3 | 4 |
| Married Couple #2 | The description does not provide us with enough intrigue to click on it. We do like the thought of not being the only people with this question | 3 | 5 |
| 3.38 | 4.00 | ||
| Create V 1.1? | Yes | ||
| Rewrite? | Yes | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #5
Ad Before Focus Group
Ad After Focus Group
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Eyeroll | 1 | 3 |
| Single Female #2 | Good, no specific comment | 4 | 4 |
| Single Female #3 | I didn’t immediately understand the connection between the picture and the caption | 3 | 2 |
| Single Male #1 | Like the ad before, this appeals to a question a lot of people may have and the photo is very attention grabbing. | 4 | 5 |
| Single Male #2 | Excellent topic with a wide range of viewership possible. | 5 | 5 |
| Single Male #3 | I think the phrasing and premise of this question is a bit off putting. I would rather ask “Why does God allow people to do evil things?” | 2 | 2 |
| Married Couple #1 | Again, the same emotions we’re getting from the last two, the picture confuses us a little | 2 | 2 |
| Married Couple #2 | The question doesn’t interest us as much as the others. We don’t believe people are born inherently evil. | 2 | 4 |
| 2.88 | 3.38 | ||
| Create V 1.1? | Yes | ||
| Rewrite? | Yes | ||
| New Picture? | Yes | ||
| Run new version by focus group? | No |
AD #6
Ad Before Focus Group
Ad After Focus Group
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Would be more powerful if there was acknowledgment of homophobia within mainstream Christian culture too | 3 | 4 |
| Single Female #2 | Solid message – awkward wording | 4 | 4 |
| Single Female #3 | Love the picture. The caption makes me want to learn more about this church’s actual views | 4 | 5 |
| Single Male #1 | Something about the ad makes me feel like its not genuine, the phrasing of the title or something. | 3 | 3 |
| Single Male #2 | Seems very forceful into self-marketing as a church rather than an entire religion. | 4 | 4 |
| Single Male #3 | I’m glad this topic is being addressed, but I feel that millenials already know that some fundamentalist sects are hateful. that fact might not need to be explicitly pointed out to us. Furthermore, simply not being hateful toward gay people isn’t usually enough to draw millenials in. Most millenials I know are looking for a place that embraces and accepts LGBT people, which is more than simply saying they don’t hate them. I also think LGBT as a term is better than “gay people.” For maximum impact, I would want to see something along the lines of “Some fundamentalist Christians are hateful of LGBT people. Here, we accept and embrace them.” or something to that effect. | 3 | 5 |
| Married Couple #1 | Don’t use “Gay people” it sounds negative | 3 | 5 |
| Married Couple #2 | Dislike the use of the words “gay people” the way the ad is phrased is immediately negative. We would like to see more positive words in the ad. | 1 | 5 |
| 3.12 | 4.38 | ||
| Create V 1.1? | Yes | ||
| Rewrite? | Yes | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #7
Ad Before Focus Group
Ad After Focus Group
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Neutral | 3 | 3 |
| Single Female #2 | Good – likely to click on out of curiosity | 4 | 4 |
| Single Female #3 | Love that the caption answers the question very simply. It’s also kind of surprise so it draws you in. The person in the picture looks kind of sad – I would want to see a picture of a happy tattooed person | 5 | 2 |
| Single Male #1 | I liked the ad until I looked at the bottom and saw “it says they’re okay” It made me laugh out loud. Also answering the question posed makes it so that people don’t have to click on the ad. | 1 | 4 |
| Single Male #2 | Excellent topic that many continuously ask questions about. | 5 | 5 |
| Single Male #3 | Again, a good question to draw millenials in, but for maximum impact, it could be rephrased to something such as “What is a Biblical-based Christian perspective on tattoos and body piercings? The answer may surprise you.” | 4 | 5 |
| Married Couple #1 | We don’t really have an opinion on this | 3 | 4 |
| Married Couple #2 | The ad is basic in a positive way and asks a very straightforward question. It sparks our curiosity to find out what the bible says. | 4 | 5 |
| 3.62 | 4.00 | ||
| Create V 1.1? | Yes | ||
| Rewrite? | Yes | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #8
Ad Before Focus Group
Ad After Focus Group
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Eyeroll interrupted by an “Oh no” heart sinking feeling | 2 | 2 |
| Single Female #2 | Decent message – awkward wording. Consider “Christian view on suicide” | 3 | 3 |
| Single Female #3 | The disembodied hand is kind of creepy. | 3 | 2 |
| Single Male #1 | It’s a relevant topic and the ad is striking enough to grab attention. | 4 | 5 |
| Single Male #2 | Very touchy subject that may turn many people off if they’ve been involved in situations like these. | 3 | 5 |
| Single Male #3 | Good question. The part that bothers me a bit is “prevent this tragedy by gently loving them.” This makes it sound like loving people a little more would cure depression. It could instead focus more on helping people by loving them AND helping them get the professional help they may need. | 3 | 2 |
| Married Couple #1 | Very touchy subject but important subject. Would click on | 4 | 4 |
| Married Couple #2 | We don’t think the copy is descriptive enough. A question like this needs more context to inform us of what we are about to read. | 2 | 1 |
| 3.00 | 3.00 | ||
| Create V 1.1? | Yes | ||
| Rewrite? | Yes | ||
| New Picture? | Yes | ||
| Run new version by focus group? | No |
AD #9
Ad Before Focus Group
Ad After Focus Group
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Neutral | 3 | 3 |
| Single Female #2 | Too personal, I think someone who actually did feel isolated by their parents’ divorced would feel jarred and not click on the ad | 1 | 1 |
| Single Female #3 | the man in the background looks like he is going to hit the woman | 4 | 1 |
| Single Male #1 | The ad just doesn’t seem like an appropriate way to approach the topic, the picture is also just jarring. | 1 | 1 |
| Single Male #2 | Children are often placed in the middle of divorce, and more often than not they are expected to heal with time. Great jumping point for those who want the advice and guidance they may not be receiving. | 5 | 5 |
| Single Male #3 | My general impression is again that this is a relevant question. However, the phrase “help fill that void…” is a little loaded and a bit of a turn off. While I have not been through this personally, I would assume people dealing with this would rather hear something like “We’re here for you and so is God.” Instead of trying to “fix” it by “filling the void,” simply having support may be a better message. | 2 | 4 |
| Married Couple #1 | We think this is thoughtful and an important topic | 5 | 5 |
| Married Couple #2 | We need to know how reading this article is going to benefit us. If I did feel isolated I would want to know how it is going to help me. | 2 | 5 |
| 2.88 | 3.13 | ||
| Create V 1.1? | No (omit) too personal | ||
| Rewrite? | Yes | ||
| New Picture? | Yes | ||
| Run new version by focus group? | No |
AD #10
Ad Before Focus Group
Ad After Focus Group
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Super neutral- could be an ad for anything, a million sad girls on the internet | 3 | 2 |
| Single Female #2 | Solid message – awkward wording. Consider “Are you searching for where you fit in?” | 5 | 4 |
| Single Female #3 | The picture and caption work well together. I feel like young women starting college might see themselves in this picture. I also like that it doesn’t talk about religion explicitly so skeptical people may be drawn to click on it | 5 | 5 |
| Single Male #1 | I really like this ad, I could see a young teenager seeing this ad and clicking on it to try and find where they belong in life. | 5 | 5 |
| Single Male #2 | Very plain ad that has been done many times. Maybe appeal more to Cornerstone specifically? | 2 | 3 |
| Single Male #3 | My impression is that this seems too general. Personally, the more specific questions peak my interest more. | 2 | 4 |
| Married Couple #1 | We think this is ambiguous | 3 | 3 |
| Married Couple #2 | Nothing grabs us about this article. We find it to be too basic and uninviting. We have no idea what we are about to read. | 1 | 2 |
| 3.25 | 3.50 | ||
| Create V 1.1? | Yes | ||
| Rewrite? | Yes | ||
| New Picture? | Yes | ||
| Run new version by focus group? | No |
AD #11
Ad Before Focus Group
Ad After Focus Group
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Reminds me of my psych cult | 3 | 4 |
| Single Female #2 | I would click on this | 5 | 5 |
| Single Female #3 | “Let’s find out together” is kind of cheesy and doesn’t seem necessary. The picture is cool. | 5 | 5 |
| Single Male #1 | I like the ad and wording but not the picture, doesn’t match | 4 | 2 |
| Single Male #2 | Excellent ad with ties to the church group. | 5 | 5 |
| Single Male #3 | I like this one better than the last, but would still rephrase it to something to the effect of “Do you want to learn more about yourself and come to a deeper understanding of who you are?” This gives a sense of building upon your current sense of self instead of finding “who you really are” which may come across as saying that who you think you are now is totally wrong. | 3 | 3 |
| Married Couple #1 | This is an intriguing one, we would click on it. | 5 | 5 |
| Married Couple #2 | We don’t mind the simplicity of this ad. We would like it to be more direct and include something along the lines of “what’s my purpose?” | 3 | 5 |
| 4.13 | 4.25 | ||
| Create V 1.1? | Yes | ||
| Rewrite? | Yes | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #12
Ad Before Focus Group
Ad After Focus Group
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | I like the mentor aspect but the “that’s great because we need younger people to help us stay relevant with Jesus’s message” Only seems like they are saying “We need younger people to help us get more younger people” | 3 | 4 |
| Single Female #2 | I think it’s super unclear what this is asking | 1 | 5 |
| Single Female #3 | At first I was confused at who the ad was targeted at, the mentors of the mentees. I would get rid of “that’s great” at least because it sounds odd. | 2 | 4 |
| Single Male #1 | Doesn’t really relate to church, makes me think of school | 1 | 1 |
| Single Male #2 | Overall good ad with churchgoers and non-churchgoers in mind. | 4 | 4 |
| Single Male #3 | This ad is a little confusing to me and also verges on the edge of sounding too much like a recruitment ad. Maybe something more like “Need a mentor? Form intergenerational relationships and learn from each other.” | 4 | 3 |
| Married Couple #1 | We really like this one, it can reach younger people who don’t have good role models. | 5 | 5 |
| Married Couple #2 | We like that this ad seems almost like a compliment to younger people. | 4 | 5 |
| 3.00 | 3.88 | ||
| Create V 1.1? | Yes | ||
| Rewrite? | Yes | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #13
Ad Before Focus Group
Ad After Focus Group
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Laughing @ “most probable answer” posted with the pearly gates | 3 | 1 |
| Single Female #2 | Super over-the-top cheesy photo | 4 | 1 |
| Single Female #3 | The caption seems too wordy. I think that “What happens after death” is enough. | 3 | 4 |
| Single Male #1 | I like the ad but not the photo. | 4 | 3 |
| Single Male #2 | Great ad and concept; however, is sure to see backfire and arguments with strict Atheists. | 5 | 5 |
| Single Male #3 | Too long. Could be shortened to “What happens after death? No one can know for sure. Let’s talk about after-life beliefs.” | 3 | 2 |
| Married Couple #1 | Photo’s a little cheesy, but good topic | 4 | 4 |
| Married Couple #2 | We like that it said “probable” and that the article agrees that even they don’t have the answer. | 4 | 4 |
| 3.75 | 3.00 | ||
| Create V 1.1? | Yes | ||
| Rewrite? | Yes | ||
| New Picture? | Yes | ||
| Run new version by focus group? | No |
AD #14
Ad Before Focus Group
Ad After Focus Group
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Mad about it. Should be “Why have people chosen to ignore common sense gun regulation? How can the church teach the people that by making guns harder to buy, no one is restricting the rights of responsible gun owners? How can we educate people on the real motives of organizations such as the NRA?” Also it’s funny that they mentioned movie theaters but left out CHURCH- i.e. Charleston Church shooting by a white supremacist 2015 and the Sutherland Springs Church shooting in 2017 | 1 | 5 |
| Single Female #2 | Solid | 5 | 5 |
| Single Female #3 | “Let’s tackle this together” is cheesy. Love the picture with this concept. | 3 | 5 |
| Single Male #1 | Ad is relevant, once again don’t like the picture | 5 | 2 |
| Single Male #2 | Good, current topic | 5 | 3 |
| Single Male #3 | Again could be shorter and simply stated as an open question. “Why does God allow school shootings?” | 3 | 5 |
| Married Couple #1 | Good ad, good topic | 5 | 5 |
| Married Couple #2 | Strongly dislike the use of the word “tackle” for this article. It is very harsh in this context. The photo makes us think that the article is going to be more political than about religion. | 1 | 1 |
| 3.50 | 3.88 | ||
| Create V 1.1? | Yes | ||
| Rewrite? | Yes | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #15
Ad Before Focus Group (not changed)
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Good. Pic could be something other than soup though | 5 | 4 |
| Single Female #2 | Good message – would consider a photo less “stereotyped” than a soup kitchen reference | 5 | 3 |
| Single Female #3 | Good caption. I would just get rid of the “good” before “so are we” | 4 | 4 |
| Single Male #1 | Picture makes me hungry for soup | 5 | 2 |
| Single Male #2 | Great attractor to those who are not fans of organized religion. | 5 | 5 |
| Single Male #3 | I like how short and to the point this is. Plus it is a topic I know millennials are interested in | 5 | 5 |
| Married Couple #1 | Solid picture and description. We like this one. | 5 | 5 |
| Married Couple #2 | Dislike the words “turned off” but other than that we are glad to see this church helps others. | 3 | 3 |
| 4.63 | 3.88 | ||
| Create V 1.1? | No | ||
| Rewrite? | No | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #16
Ad Before Focus Group (not changed)
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Good | 4 | 5 |
| Single Female #2 | All really good except “let’s pray for change together” would mention some action in addition to prayer | 4 | 4 |
| Single Female #3 | Again, “pray” might be off putting for people that aren’t spiritual or religious. I might leave that part off. | 3 | 5 |
| Single Male #1 | I like this ad because of the dogs | 5 | 5 |
| Single Male #2 | Topic is relevant and well liked by many; however, possibly advertise additional support outside of prayer (pet food donations by the church, etc.) | 4 | 5 |
| Single Male #3 | Great topic that I don’t really ever see addressed by churches. However, as with other ads, I would include more than just prayer. Maybe it could read “Let’s pray for change and take action together.” | 4 | 5 |
| Married Couple #1 | Good, include something about taking action | 4 | 5 |
| Married Couple #2 | This ad doesn’t give us a reason to click on it. We want more information on what we will read once we do click on it. | 3 | 5 |
| 3.88 | 4.88 | ||
| Create V 1.1? | No | ||
| Rewrite? | No | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #17
Ad Before Focus Group
Ad After Focus Group
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Good | 4 | 5 |
| Single Female #2 | All really good except “let’s pray for change together” would mention some action in addition to prayer | 4 | 4 |
| Single Female #3 | Again, “pray” might be off putting for people that aren’t spiritual or religious. I might leave that part off. | 3 | 5 |
| Single Male #1 | I like this ad because of the dogs | 5 | 5 |
| Single Male #2 | Topic is relevant and well liked by many; however, possibly advertise additional support outside of prayer (pet food donations by the church, etc.) | 4 | 5 |
| Single Male #3 | Great topic that I don’t really ever see addressed by churches. However, as with other ads, I would include more than just prayer. Maybe it could read “Let’s pray for change and take action together.” | 4 | 5 |
| Married Couple #1 | Good, include something about taking action | 4 | 5 |
| Married Couple #2 | This ad doesn’t give us a reason to click on it. We want more information on what we will read once we do click on it. | 3 | 5 |
| 3.88 | 4.88 | ||
| Create V 1.1? | No | ||
| Rewrite? | No | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #18
Ad Before Focus Group (not changed)
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Good! Something that should be talked about in that context instead of revered | 5 | 4 |
| Single Female #2 | Vague/confusing but I would probably click on this just out of curiosity of how this is gonna tie in to church | 3 | 3 |
| Single Female #3 | the “so are we” seems too chipper for the content. | 2 | 5 |
| Single Male #1 | I like the ad but the picture is funny to me | 4 | 3 |
| Single Male #2 | Many people are angry about this and motivated to make a change. Will definitely attract multiple demographics | 4 | 5 |
| Single Male #3 | Again, good ad. Short and to the point and a great topic to engage millennials | 5 | 5 |
| Married Couple #1 | Not sure what this has to do with the church | 2 | 4 |
| Married Couple #2 | Dislike the target point of view over the Rhino. We want to know what the church is doing to help before clicking on the ad. | 3 | 1 |
| 3.5 | 3.75 | ||
| Create V 1.1? | No | ||
| Rewrite? | No | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #19
Ad Before Focus Group (not changed)
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Haha NICE | 5 | 5 |
| Single Female #2 | Picture is pretty cheesy but honestly that might work here | 4 | 4 |
| Single Female #3 | Love this one. Would draw in someone who thinks so. | 5 | 5 |
| Single Male #1 | I like this ad | 5 | 5 |
| Single Male #2 | Big deal for millenials and those at the upper high school/college ages. | 5 | 4 |
| Single Male #3 | I appreciate the open question with no added commentary. This makes me want to click and learn more | 5 | 4 |
| Married Couple #1 | Neither of us would click on this | 2 | 2 |
| Married Couple #2 | The image seems immature. The text is too thin. It’s hard to form an opinion about 6 words. | 2 | 1 |
| 4.13 | 3.75 | ||
| Create V 1.1? | No | ||
| Rewrite? | No | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #20
Ad Before Focus Group
Ad After Focus Group
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Neutral | 4 | 4 |
| Single Female #2 | Solid | 5 | 5 |
| Single Female #3 | I feel like the caption is a little too vague. Maybe even adding “what difference your life makes” would help | 3 | 3 |
| Single Male #1 | I like this ad | 5 | 5 |
| Single Male #2 | There are still many people willing to make a difference, despite possible personal loss. | 5 | 5 |
| Single Male #3 | I like the question, but it is a bit too vague. Could be rephrased to “…what difference you make in the world” or “..to other people” | 4 | 4 |
| Married Couple #1 | Good, inspiring and good picture | 4 | 5 |
| Married Couple #2 | Would like to know how the church will help us out before we click on the ad. The text needs to be more descriptive. | 2 | 5 |
| 4.00 | 4.50 | ||
| Create V 1.1? | Yes | ||
| Rewrite? | Yes | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #21
Ad Before Focus Group (not changed)
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Super neutral- cannot relate, wonder if people really wonder this or if anyone really buys the “I don’t have time to go to church” excuse for not attending church | 3 | 3 |
| Single Female #2 | Would be effective for christian young people who do not go to church, but not for anyone resembling non-religious | 4 | 4 |
| Single Female #3 | The picture and caption go well together. | 4 | 4 |
| Single Male #1 | I would click on this ad | 5 | 5 |
| Single Male #2 | A complaint/excuse I hear from many people. Will definitely help spark attraction. | 5 | 5 |
| Single Male #3 | Personally, I wouldn’t even include the second sentence. It is more intriguing as an open question. | 4 | 5 |
| Married Couple #1 | An intriguing topic a lot of people complain about | 5 | 5 |
| Married Couple #2 | We can relate to an image like this as people our age. The question is somewhat intriguing and the ad provides context into what we are clicking into | 4 | 5 |
| 4.25 | 4.50 | ||
| Create V 1.1? | No | ||
| Rewrite? | No | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #22
Ad Before Focus Group
Ad After Focus Group
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Yuck I thought the current take on that was, if someone had never heard of Jesus they are off the hook for not believing. Guess not | 2 | 4 |
| Single Female #2 | Picture is pretty cheesy but honestly that might work here | 4 | 4 |
| Single Female #3 | The caption seems too long. I would at least get rid of “Let’s tackle that question together” because that’s kind of cheesy | 3 | 4 |
| Single Male #1 | I like the question this poses. | 4 | 4 |
| Single Male #2 | Heavy and interesting point that many ponder. | 5 | 5 |
| Single Male #3 | Good topic. I wonder if the question may have skipped a step in assuming people think that some people are denied access to heaven for this reason. Maybe it could ask “Are people who never know about God denied access to heaven?” | 3 | 2 |
| Married Couple #1 | Good picture, some people might not be aware of the topic | 4 | 5 |
| Married Couple #2 | We like this question, it is definitely something we have thought about. We wouldn’t mind hearing the Christian reasoning behind it. We like that the photo contains culture without directly tying into christian/ religious culture | 5 | 5 |
| 3.75 | 4.13 | ||
| Create V 1.1? | Yes | ||
| Rewrite? | Yes | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #23
Ad Before Focus Group
Ad After Focus Group
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Lol find a better way to state that Christians aren’t judgmental than, “We’re not” | 3 | 3 |
| Single Female #2 | All ok except the “let’s talk about your future not your past” | 3 | 4 |
| Single Female #3 | Saying “let’s talk about your future not your past” still makes me think that Christians would be judgmental of someone’s past. Like they are trying to avoid hearing about someone’s past so they aren’t in a position to have to judge it. | 1 | 2 |
| Single Male #1 | Drop the “we’re not” i like it otherwise | 5 | 5 |
| Single Male #2 | This is something that turns many people off from Christianity and needs to be discussed. | 5 | 5 |
| Single Male #3 | Good topic. Saying “We’re not.” may be too concrete. It sounds more welcoming to me if it says something to the effect of “Do you think Christians are judgemental? We’re trying to change that.” | 3 | 3 |
| Married Couple #1 | Doesn’t seem very welcoming | 2 | 5 |
| Married Couple #2 | Don’t like the use of “We’re not.” Feels defensive.. Like the reference to let’s talk about your future though. | 4 | 4 |
| 3.25 | 3.88 | ||
| Create V 1.1? | Yes | ||
| Rewrite? | Yes | ||
| New Picture? | Yes | ||
| Run new version by focus group? | No |
AD #24
Ad Before Focus Group (not changed)
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Fine | 3 | 3 |
| Single Female #2 | Solid | 4 | 4 |
| Single Female #3 | This doesn’t convince me that Christians aren’t hypocritical. I feel like it would reinforce that view if I thought that way | 2 | 4 |
| Single Male #1 | I like this ad as well, its an often brought up topic | 4 | 4 |
| Single Male #2 | A feeling that I personally have when I interact with many die hard Christians. | 5 | 5 |
| Single Male #3 | Good ad. Not much I would change. | 4 | 5 |
| Married Couple #1 | Not much we would change | 5 | 5 |
| Married Couple #2 | Ad feels dark, dislike the mention of us all being sinners. “None of us are perfect” feels like an incomplete thought as well. | 2 | 1 |
| 3.63 | 3.88 | ||
| Create V 1.1? | No | ||
| Rewrite? | No | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #25
Ad Before Focus Group (not changed)
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | I do like this one | 5 | 5 |
| Single Female #2 | Solid | 5 | 4 |
| Single Female #3 | Like the picture. I would get rid of “afraid you’d look silly” so that you could capture more people who are having different emotions about it | 4 | 5 |
| Single Male #1 | This ad appeals to me | 5 | 5 |
| Single Male #2 | Something many wonder about, and is a good stepping stone for those entering Faith. | 4 | 4 |
| Single Male #3 | I like this ad on first impression, but the word “silly” sounds a bit young for the millenial age group | 4 | 5 |
| Married Couple #1 | Great ad, really appealing | 5 | 5 |
| Married Couple #2 | Doesn’t look like an image of someone praying.. We like the overall question and feel as though it is inviting and welcoming for someone who has never prayed before. | 3 | 2 |
| 4.38 | 4.38 | ||
| Create V 1.1? | No | ||
| Rewrite? | No | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #26
Ad Before Focus Group
Ad After Focus Group
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Yuck | 2 | 2 |
| Single Female #2 | Solid | 5 | 4 |
| Single Female #3 | The picture seems kind of odd with the woman covering her face. I would maybe have a picture with people visiting a loved one in the hospital | 3 | 2 |
| Single Male #1 | I like the ad but not the photo. | 5 | 2 |
| Single Male #2 | An argument that many use to discredit or lose faith in Christianity. | 5 | 5 |
| Single Male #3 | Good ad, but I would leave out “Let’s talk and pray about this together” and leave that talk for within the actual website. | 4 | 5 |
| Married Couple #1 | Good ad, maybe a different picture | 5 | 3 |
| Married Couple #2 | This is a question we have asked ourselves as well. We like that the image isn’t showing the face as that would draw too much emotion into it. | 3 | 4 |
| 4.00 | 3.38 | ||
| Create V 1.1? | Yes | ||
| Rewrite? | Yes | ||
| New Picture? | Yes | ||
| Run new version by focus group? | No |
AD #27
Ad Before Focus Group (Ad Omitted)
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Picture is extremely irrelevant to the question, considering how pregnant the woman is. This picture should absolutely not be used because it is misleading regardless of what the article says. Would click the article | 3 | 1 |
| Single Female #2 | Not terrible, but I would stay away from abortion as a whole.The word “forgiveness” is especially offensive here | 1 | 1 |
| Single Female #3 | Asking if god will forgive people for having an abortion answers the question of how he feels about it (negative). If you want it to seem vague i would leave that part off | 3 | 3 |
| Single Male #1 | Yeah I don’t like this ad at all | 1 | 1 |
| Single Male #2 | Hot button topic-sure to include a hot button discussion. | 5 | 4 |
| Single Male #3 | “Will he forgive us…” implies that it is always something wrong that needs forgiveness. That may be true, but the ad may engage a wider audience by leaving the initial question more open ended and only saying something like “What does God think of abortion? Do the circumstances matter?” | 3 | 5 |
| Married Couple #1 | Touchy topic, maybe don’t even include it at all | 2 | 3 |
| Married Couple #2 | I like that it refers to it as an “impactful decision” as opposed to other verbiage. However, as people who do not pray to God we are not concerned personally with how God would feel about this decision. | 4 | 5 |
| 2.75 | 2.88 | ||
| Create V 1.1? | No Omit | ||
| Rewrite? | No | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #28
Ad Before Focus Group (Not Changed)
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Great | 5 | 5 |
| Single Female #2 | Good message, perhaps consider “Learn how to interact with God anywhere and not just inside a church”. My reasoning would be “If I can interact with god anywhere, why should I click on this church?” | 4 | 5 |
| Single Female #3 | love this one. The picture is awesome | 5 | 5 |
| Single Male #1 | Yes I do like nature, I would click on this ad | 5 | 5 |
| Single Male #2 | Appeals well to those who feel that Churches are no more sacred than a mountain top or a lake for example. | 5 | 5 |
| Single Male #3 | Could be shorter and less wordy. Something like “Do you love nature? Learn how to find the beauty of God in your surroundings.” | 4 | 5 |
| Married Couple #1 | Great, beautiful picture | 5 | 5 |
| Married Couple #2 | This ad is inviting, we feel as though this is something we would be open to exploring. The image feels warm and welcoming. | 5 | 5 |
| 4.75 | 5.00 | ||
| Create V 1.1? | No | ||
| Rewrite? | No | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #29
Ad Before Focus Group (Not Changed)
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Cool discussion | 5 | 5 |
| Single Female #2 | Don’t love the use of the word “probable” in this context. Otherwise solid. | 5 | 5 |
| Single Female #3 | Again, very cool and engaging picture and interesting caption | 5 | 5 |
| Single Male #1 | The photo doesn’t match the actual ad. | 5 | 1 |
| Single Male #2 | Topic that is sure to bring die hard science methodology adherents onto the page. | 4 | 4 |
| Single Male #3 | Good overall, but I would leave out “None of us were there to witness it.” That is because, to me, this gives off the impression that any theory will be “valid” because nobody was there to see it. | 3 | 5 |
| Married Couple #1 | Interesting and welcoming discussion. We love this | 5 | 5 |
| Married Couple #2 | We like the use of the world probable and feel as though there would be discussion of various ways the earth was formed. We like that the image is not of the earth, it feels unique. | 4 | 4 |
| 4.50 | 4.25 | ||
| Create V 1.1? | No | ||
| Rewrite? | No | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #30
Ad Before Focus Group (Not Changed)
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Great | 5 | 5 |
| Single Female #2 | Unnecessary comma | 5 | 5 |
| Single Female #3 | Cool picture. I don’t think there should be a comma before “higher” | 4 | 4 |
| Single Male #1 | I honestly don’t care how they view animals, irrelevant. | 1 | 1 |
| Single Male #2 | Different, but interesting topic that will spark great discussion. | 5 | 5 |
| Single Male #3 | I like the idea, but I am not sure about the wording. In addition, punctuation errors take away from the appeal, and I’m not sure the comma should be included. I would phrase it more along the line of “How do Christians view animals? Are all living things equal in God’s eyes?” | 4 | 5 |
| Married Couple #1 | Great concept, great picture | 5 | 5 |
| Married Couple #2 | We feel like this is asking two separate questions of two different thoughts. The ad also made us think of other religions views on animals as well, not necessarily in a negative or positive way, it just brought them to mind. We enjoyed the image but didn’t feel like it necessarily fit the second question. | 3 | 5 |
| 4.00 | 4.38 | ||
| Create V 1.1? | No | ||
| Rewrite? | Yes (typo) | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #31
Ad Before Focus Group
Ad After Focus Group
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Nice | 5 | 5 |
| Single Female #2 | Decent | 4 | 4 |
| Single Female #3 | i like this one and I think it would speak to some who are skeptical about religion. Picture is kinda boring but i don’t know what would be better. | 4 | 3 |
| Single Male #1 | I like this ad | 4 | 5 |
| Single Male #2 | Great way to diffuse misconceptions of Christianity. | 5 | 5 |
| Single Male #3 | Good ad. Not much I would change. | 4 | 4 |
| Married Couple #1 | Not much we would change. We think a lot of people would click on this | 4 | 4 |
| Married Couple #2 | We didn’t feel the second sentence was a fluid call to action from the first question, it feels too broad. The image makes us feel as though being Christian does come with a “book” of rules and regulations | 2 | 1 |
| 4.00 | 3.88 | ||
| Create V 1.1? | Yes | ||
| Rewrite? | No | ||
| New Picture? | Yes | ||
| Run new version by focus group? | No |
AD #32
Ad Before Focus Group (Not Changed)
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Neutral | 3 | 3 |
| Single Female #2 | Solid – non-controversial but curiosity-inducing | 5 | 5 |
| Single Female #3 | This one is cool and the photo is perfect. | 4 | 4 |
| Single Male #1 | Doesn’t make sense, the bible probably only talks about social spaces not social media. | 1 | 5 |
| Single Male #2 | Although I agree with the topic, many in my age group may be additionally turned off by the subject matter. | 2 | 3 |
| Single Male #3 | Relevant and interesting question. Well worded. | 5 | 4 |
| Married Couple #1 | Interesting and non controversial, we would click on this | 5 | 5 |
| Married Couple #2 | Feels like a relevant line of questioning that invokes curiosity from us. | 5 | 4 |
| 3.75 | 4.13 | ||
| Create V 1.1? | No | ||
| Rewrite? | No | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #33
Ad Before Focus Group (Not Changed)
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Interesting, wonder how radical the article will be | 3 | 2 |
| Single Female #2 | Solid, less likely to appeal to someone on the non-believer spectrum than some of the other ‘big question’ ones though | 5 | 5 |
| Single Female #3 | This ad assumes that the person viewing it has enough money which could be off putting | 3 | 3 |
| Single Male #1 | Good photo but the ad doesn’t appeal to me. | 3 | 4 |
| Single Male #2 | This topic shows how corrupt many are with the power of money, and how there are those who can’t seem to catch a break into today’s fiscally-centralized global economy. Also a great time to discuss | 5 | 5 |
| Single Male #3 | Effective ad that wraps a lot of relevant questions up in one topic. | 4 | 4 |
| Married Couple #1 | Important topic, great picture, great ad | 5 | 5 |
| Married Couple #2 | The thought of money corrupting our lives feels universal and is intriguing to us. It is refreshing that it doesn’t imply we need to give money which is something we hear frequently | 4 | 3 |
| 4.00 | 3.88 | ||
| Create V 1.1? | No | ||
| Rewrite? | No | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #34
Ad Before Focus Group (Not Changed)
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Good | 4 | 4 |
| Single Female #2 | Would appeal to a “believer” who is not a church-goer | 5 | 5 |
| Single Female #3 | like this one. It makes religion seem very approachable | 4 | 4 |
| Single Male #1 | The bible is a large book, I can see this being a concern. | 5 | 5 |
| Single Male #2 | This although a valid topic, seems to be less enticing or attractive to the Church or Faith. | 3 | 4 |
| Single Male #3 | Another effective ad that is well-worded | 4 | 5 |
| Married Couple #1 | We would definitely pursue this ad. Great. | 5 | 5 |
| Married Couple #2 | This ad doesn’t appeal to us because we don’t necessarily feel like reading the bible would benefit us. The fact that it references being confusing or boring doesn’t give us positive reactions that would make us want to read the bible. | 2 | 1 |
| 4.00 | 4.13 | ||
| Create V 1.1? | No | ||
| Rewrite? | No | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #35
Ad Before Focus Group (Not Changed)
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Cool discussion | 4 | 4 |
| Single Female #2 | Solid-One of the best | 5 | 5 |
| Single Female #3 | like this because it seems to imply that you can believe in religion while also acknowledging scientific facts | 4 | 4 |
| Single Male #1 | Good ad | 5 | 5 |
| Single Male #2 | Excellent point that many Christians (even those who believe in evolution) and Atheists discuss constantly. | 5 | 5 |
| Single Male #3 | Good topic. I would potentially reword the last part to read “How can science be reconciled with Christian beliefs?” | 4 | 4 |
| Married Couple #1 | Great topic, very relevant and intellectual | 5 | 5 |
| Married Couple #2 | We always assumed we did have to refuse science when it comes to evolution and christianity. However, the concept and questions are interesting and we would be interested in learning more. | 5 | 4 |
| 4.63 | 4.50 | ||
| Create V 1.1? | No | ||
| Rewrite? | No | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #36
Ad Before Focus Group (Ad Omitted)
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | I feel like it is more suggesting a fear than acknowledging a real one | 3 | 1 |
| Single Female #2 | Decent message, cheesy picture | 4 | 4 |
| Single Female #3 | This doesn’t seem relatable because christians are definitely not the most bullied group in general | 2 | 2 |
| Single Male #1 | I don’t think people really worry about if they’re religious or not. | 2 | 1 |
| Single Male #2 | Although this occurs, I haven’t seen it occur enough to bring about its own discussion. | 2 | 4 |
| Single Male #3 | Good ad. Not much I would change. | 4 | 5 |
| Married Couple #1 | Good ad, wouldn’t change anything | 3 | 3 |
| Married Couple #2 | We have seen christians getting made fun of. However, we would not be afraid of what people would say about us when it comes to religion. The image bums us out. | 4 | 2 |
| 3.00 | 2.75 | ||
| Create V 1.1? | No (omit?) | ||
| Rewrite? | No | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #37
Ad Before Focus Group
Ad After Focus Group
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | How bout using a pic from a white nationalist rally | 4 | 1 |
| Single Female #2 | Great message – terrible/cheesy picture for a tender topic | 5 | 2 |
| Single Female #3 | This one makes me really uncomfortable. The eggs seems to trivialize racial tensions. Very disturbing. | 1 | 1 |
| Single Male #1 | Good ad, awful photo | 5 | 1 |
| Single Male #2 | Racism is a very current, hot button issue that many in this age group are committed to. This will show how to connect the Church to new anti-racism movements. | 4 | 4 |
| Single Male #3 | Good ad, but has a typo. However, this is my least favorite photo. | 4 | 1 |
| Married Couple #1 | Good message, different picture | 5 | 2 |
| Married Couple #2 | We would be interested in discussing how to promote peace and love. We like that the image doesn’t show actual people. | 4 | 5 |
| 4.00 | 2.13 | ||
| Create V 1.1? | Yes | ||
| Rewrite? | Yes (typo) | ||
| New Picture? | Yes | ||
| Run new version by focus group? | No |
AD #38
Ad Before Focus Group (Not changed)
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Eh | 3 | 2 |
| Single Female #2 | Image looks like relationship issues more than depression/purpose. Wording is cheesy / could potentially be construed to trivialize depression | 2 | 2 |
| Single Female #3 | This seems relatable. picture and caption work together | 4 | 4 |
| Single Male #1 | Good ad, photo is a little melodramatic | 5 | 2 |
| Single Male #2 | Many people may be turned off by this ad, as it can seem to be pushing God as the only void in a person’s life. | 2 | 3 |
| Single Male #3 | I see the point of this ad, but I don’t find it very appealing. I am not a huge fan of the “God will make you happy and be the missing piece” message. I would rather see something like “God can be there for you and help you through your times of struggle.” Also, this photo seems to indicate relationship problems specifically to me and doesn’t match the message as well as it could. | 3 | 2 |
| Married Couple #1 | Good ad, seems interesting for couples who broke up/are depressed | 5 | 5 |
| Married Couple #2 | We don’t relate to this image at all. There are many things in our lives that make us happy besides religion and God. The picture is confusing with this ad because it implies that the article is about relationships. | 1 | 1 |
| 3.13 | 2.63 | ||
| Create V 1.1? | No (omit) | ||
| Rewrite? | No | ||
| New Picture? | No | ||
| Run new version by focus group? | No |
AD #3
AD #39
Ad Before Focus Group
Ad After Focus Group
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | Love it | 5 | 4 |
| Single Female #2 | Solid | 5 | 4 |
| Single Female #3 | I don’t like the fact that hatred is represented by potentially physical violence but i’m not sure what an alternative would be | 3 | 2 |
| Single Male #1 | Good ad | 5 | 5 |
| Single Male #2 | Excellent topic that helps many demographics, as hate is a natural emotion brought on by the many bad experiences one may be susceptible to in their lifetime. | 5 | 5 |
| Single Male #3 | Great topic. Could potentially be rephrased to “Have you ever truly hated someone? How has that hate affected you? Let’s talk about forgiveness.” | 4 | 5 |
| Married Couple #1 | Great topic. Great picture. | 5 | 5 |
| Married Couple #2 | We have experienced this feeling and can relate to the ad on a personal level. The negativity of the ad makes it unappealing to us. We would like to see more of an emphasis on forgiveness and a more positive image. | 3 | 1 |
| 4.38 | 3.88 | ||
| Create V 1.1? | Yes | ||
| Rewrite? | Yes | ||
| New Picture? | Yes | ||
| Run new version by focus group? | No |
AD #40
Ad Before Focus Group (Not Changed)
Results
| Focus Group Participant | Immediate Reaction from Focus Group | Overall impact with 1 being negative and 5 being positive | Impact of the picture with 1 being negative and 5 being positive |
| Single Female #1 | A proclamation- not very radical but appreciated | 4 | 4 |
| Single Female #2 | Solid | 5 | 5 |
| Single Female #3 | Love this, love the picture | 5 | 5 |
| Single Male #1 | This doesn’t speak to me personally | 1 | 4 |
| Single Male #2 | Great phrasing and relevant topic. | 4 | 5 |
| Single Male #3 | Social justice is a very current, hot button issue that many in this age group are committed to. This will show how to connect the Church to new social movements. | 3 | 4 |
| Married Couple #1 | Don’t really have an opinion on this, we’re not “SJW’s” | 4 | 4 |
| Married Couple #2 | We appreciate the call to action. It feels inspirational. We would like to know how we can make a difference. | 4 | 5 |
| 3.75 | 4.50 | ||
| Create V 1.1? | No | ||
| Rewrite? | No | ||
| New Picture? | No | ||
| Run new version by focus group? | No |