Millennial focused Facebook Ads

Church facebook ad millennial focus group ad icon

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
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1It’s a good question and I wonder what the article will say.34
Single Female #2Wording is off – maybe “Story of Jesus” or something similar.33
Single Female #3Beautiful picture, “Let’s explore it together” is kind of cheesy.35
Single Male #1The 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.23
Single Male #2Seems to want to discredit science, or label it as a challenge to Christianity.24
Single Male #3My 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.34
Married Couple #1Enjoyed the picture, and that prompted us to read the title33
Married Couple #2This ad certainly doesn’t turn us away. We agree that it is a fair question. Would like to see more context.32
2.753.50
Create V 1.1?Yes
Rewrite?Yes
New Picture?No
Run new version by focus group?No

AD #2

Ad Before Focus Group
Church facebook ad millennial focus group ad
Ad After Focus Group
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positive
Impact of the picture with 1 being negative and 5 being positive
Single Female #1The answer ought to be yes, glad they are asking. The shiny bible is a bit much though31
Single Female #2Picture is cheesy “churchy”32
Single Female #3The photo of the bible makes the whole picture look kind of old-fashioned and doesn’t really draw me in.31
Single Male #1I like this ad because I can see it appealing to someone who may be on the fence about what they believe.44
Single Male #2I 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.45
Single Male #3This is phrased well and draws my attention.45
Married Couple #1Asked a valid question, and we’re curious enough to read on43
Married Couple #2We have already made up our minds on evolution and there is no changing it.21
3.382.75
Create V 2.1?Yes
Rewrite?No
New Picture?Yes
Run new version by focus group?No

AD #3

Ad Before Focus Group
Church facebook ad millennial focus group ad
Ad After Focus Group
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Yowch- it triggers my “this is people dissociating their authority onto God” reflex. But it does make me wonder what it says11
Single Female #2A photo depicting war abroad would have a stronger impact than a patriotic image52
Single Female #3I like the picture with this topic. “Good Question, Tough Question” is cheesy and I think that part isn’t needed45
Single Male #1I like the initial question but the phrases afterward take away from the impact to the point that I wouldn’t click the ad.24
Single Male #2This 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.34
Single Male #3I 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.33
Married Couple #1This is one of the bigger questions, and we enjoy the conversation being created44
Married Couple #2Dislike the use of the word “wrestle”. Other than that the wording is intriguing.51
3.383.00
Create V 1.1?Yes
Rewrite?Yes
New Picture?No
Run new version by focus group?No

AD #4

Ad Before Focus Group
Church facebook ad millennial focus group ad
Ad After Focus Group
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1This 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.44
Single Female #2“Let’s pray for answers together” is cheesy churchy. Rest of ad is solid44
Single Female #3If 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 pray34
Single Male #1This ad appeals to a question that a lot of people may have and peaks interest enough to click the link43
Single Male #2Very difficult topic. One that non-believers may use as fuel to their argument.35
Single Male #3I 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.33
Married Couple #1Similar to the last ad, the picture connects to the title well34
Married Couple #2The 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 question35
3.384.00
Create V 1.1?Yes
Rewrite?Yes
New Picture?No
Run new version by focus group?No

AD #5

Ad Before Focus Group
Church facebook ad millennial focus group ad
Ad After Focus Group
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Eyeroll13
Single Female #2Good, no specific comment44
Single Female #3I didn’t immediately understand the connection between the picture and the caption32
Single Male #1Like the ad before, this appeals to a question a lot of people may have and the photo is very attention grabbing.45
Single Male #2Excellent topic with a wide range of viewership possible.55
Single Male #3I 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?”22
Married Couple #1Again, the same emotions we’re getting from the last two, the picture confuses us a little22
Married Couple #2The question doesn’t interest us as much as the others. We don’t believe people are born inherently evil.24
2.883.38
Create V 1.1?Yes
Rewrite?Yes
New Picture?Yes
Run new version by focus group?No

AD #6

Ad Before Focus Group
Church facebook ad millennial focus group ad
Ad After Focus Group
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Would be more powerful if there was acknowledgment of homophobia within mainstream Christian culture too34
Single Female #2Solid message – awkward wording44
Single Female #3Love the picture. The caption makes me want to learn more about this church’s actual views45
Single Male #1Something about the ad makes me feel like its not genuine, the phrasing of the title or something.33
Single Male #2Seems very forceful into self-marketing as a church rather than an entire religion.44
Single Male #3I’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.35
Married Couple #1Don’t use “Gay people” it sounds negative35
Married Couple #2Dislike 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.15
3.124.38
Create V 1.1?Yes
Rewrite?Yes
New Picture?No
Run new version by focus group?No

AD #7

Ad Before Focus Group
Church facebook ad millennial focus group ad
Ad After Focus Group
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Neutral33
Single Female #2Good – likely to click on out of curiosity44
Single Female #3Love 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 person52
Single Male #1I 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.14
Single Male #2Excellent topic that many continuously ask questions about.55
Single Male #3Again, 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.”45
Married Couple #1We don’t really have an opinion on this34
Married Couple #2The ad is basic in a positive way and asks a very straightforward question. It sparks our curiosity to find out what the bible says.45
3.624.00
Create V 1.1?Yes
Rewrite?Yes
New Picture?No
Run new version by focus group?No

AD #8

Ad Before Focus Group
Church facebook ad millennial focus group ad
Ad After Focus Group
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Eyeroll interrupted by an “Oh no” heart sinking feeling22
Single Female #2Decent message – awkward wording. Consider “Christian view on suicide”33
Single Female #3The disembodied hand is kind of creepy.32
Single Male #1It’s a relevant topic and the ad is striking enough to grab attention.45
Single Male #2Very touchy subject that may turn many people off if they’ve been involved in situations like these.35
Single Male #3Good 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.32
Married Couple #1Very touchy subject but important subject. Would click on44
Married Couple #2We 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.21
3.003.00
Create V 1.1?Yes
Rewrite?Yes
New Picture?Yes
Run new version by focus group?No

AD #9

Ad Before Focus Group
Church facebook ad millennial focus group ad
Ad After Focus Group
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Neutral33
Single Female #2Too personal, I think someone who actually did feel isolated by their parents’ divorced would feel jarred and not click on the ad11
Single Female #3the man in the background looks like he is going to hit the woman41
Single Male #1The ad just doesn’t seem like an appropriate way to approach the topic, the picture is also just jarring.11
Single Male #2Children 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.55
Single Male #3My 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.24
Married Couple #1We think this is thoughtful and an important topic55
Married Couple #2We 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.25
2.883.13
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
Church facebook ad millennial focus group ad
Ad After Focus Group
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Super neutral- could be an ad for anything, a million sad girls on the internet32
Single Female #2Solid message – awkward wording. Consider “Are you searching for where you fit in?”54
Single Female #3The 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 it55
Single Male #1I 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.55
Single Male #2Very plain ad that has been done many times. Maybe appeal more to Cornerstone specifically?23
Single Male #3My impression is that this seems too general. Personally, the more specific questions peak my interest more.24
Married Couple #1We think this is ambiguous33
Married Couple #2Nothing grabs us about this article. We find it to be too basic and uninviting. We have no idea what we are about to read.12
3.253.50
Create V 1.1?Yes
Rewrite?Yes
New Picture?Yes
Run new version by focus group?No

AD #11

Ad Before Focus Group
Church facebook ad millennial focus group ad
Ad After Focus Group
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Reminds me of my psych cult34
Single Female #2I would click on this55
Single Female #3“Let’s find out together” is kind of cheesy and doesn’t seem necessary. The picture is cool.55
Single Male #1I like the ad and wording but not the picture, doesn’t match42
Single Male #2Excellent ad with ties to the church group.55
Single Male #3I 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.33
Married Couple #1This is an intriguing one, we would click on it.55
Married Couple #2We 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?”35
4.134.25
Create V 1.1?Yes
Rewrite?Yes
New Picture?No
Run new version by focus group?No

AD #12

Ad Before Focus Group
Church facebook ad millennial focus group ad
Ad After Focus Group
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1I 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”34
Single Female #2I think it’s super unclear what this is asking15
Single Female #3At 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.24
Single Male #1Doesn’t really relate to church, makes me think of school11
Single Male #2Overall good ad with churchgoers and non-churchgoers in mind.44
Single Male #3This 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.”43
Married Couple #1We really like this one, it can reach younger people who don’t have good role models.55
Married Couple #2We like that this ad seems almost like a compliment to younger people.45
3.003.88
Create V 1.1?Yes
Rewrite?Yes
New Picture?No
Run new version by focus group?No

AD #13

Ad Before Focus Group
Church facebook ad millennial focus group ad
Ad After Focus Group
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Laughing @ “most probable answer” posted with the pearly gates31
Single Female #2Super over-the-top cheesy photo41
Single Female #3The caption seems too wordy. I think that “What happens after death” is enough.34
Single Male #1I like the ad but not the photo.43
Single Male #2Great ad and concept; however, is sure to see backfire and arguments with strict Atheists.55
Single Male #3Too long. Could be shortened to “What happens after death? No one can know for sure. Let’s talk about after-life beliefs.”32
Married Couple #1Photo’s a little cheesy, but good topic44
Married Couple #2We like that it said “probable” and that the article agrees that even they don’t have the answer.44
3.753.00
Create V 1.1?Yes
Rewrite?Yes
New Picture?Yes
Run new version by focus group?No

AD #14

Ad Before Focus Group
Church facebook ad millennial focus group ad
Ad After Focus Group
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Mad 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 201715
Single Female #2Solid55
Single Female #3“Let’s tackle this together” is cheesy. Love the picture with this concept.35
Single Male #1Ad is relevant, once again don’t like the picture52
Single Male #2Good, current topic53
Single Male #3Again could be shorter and simply stated as an open question. “Why does God allow school shootings?”35
Married Couple #1Good ad, good topic55
Married Couple #2Strongly 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.11
3.503.88
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)
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Good. Pic could be something other than soup though54
Single Female #2Good message – would consider a photo less “stereotyped” than a soup kitchen reference53
Single Female #3Good caption. I would just get rid of the “good” before “so are we”44
Single Male #1Picture makes me hungry for soup52
Single Male #2Great attractor to those who are not fans of organized religion.55
Single Male #3I like how short and to the point this is. Plus it is a topic I know millennials are interested in55
Married Couple #1Solid picture and description. We like this one.55
Married Couple #2Dislike the words “turned off” but other than that we are glad to see this church helps others.33
4.633.88
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)
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Good45
Single Female #2All really good except “let’s pray for change together” would mention some action in addition to prayer44
Single Female #3Again, “pray” might be off putting for people that aren’t spiritual or religious. I might leave that part off.35
Single Male #1I like this ad because of the dogs55
Single Male #2Topic is relevant and well liked by many; however, possibly advertise additional support outside of prayer (pet food donations by the church, etc.)45
Single Male #3Great 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.”45
Married Couple #1Good, include something about taking action45
Married Couple #2This 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.35
3.884.88
Create V 1.1?No
Rewrite?No
New Picture?No
Run new version by focus group?No

AD #17

Ad Before Focus Group
Church facebook ad millennial focus group ad
Ad After Focus Group
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Good45
Single Female #2All really good except “let’s pray for change together” would mention some action in addition to prayer44
Single Female #3Again, “pray” might be off putting for people that aren’t spiritual or religious. I might leave that part off.35
Single Male #1I like this ad because of the dogs55
Single Male #2Topic is relevant and well liked by many; however, possibly advertise additional support outside of prayer (pet food donations by the church, etc.)45
Single Male #3Great 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.”45
Married Couple #1Good, include something about taking action45
Married Couple #2This 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.35
3.884.88
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)
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Good! Something that should be talked about in that context instead of revered54
Single Female #2Vague/confusing but I would probably click on this just out of curiosity of how this is gonna tie in to church33
Single Female #3the “so are we” seems too chipper for the content.25
Single Male #1I like the ad but the picture is funny to me43
Single Male #2Many people are angry about this and motivated to make a change. Will definitely attract multiple demographics45
Single Male #3Again, good ad. Short and to the point and a great topic to engage millennials55
Married Couple #1Not sure what this has to do with the church24
Married Couple #2Dislike the target point of view over the Rhino. We want to know what the church is doing to help before clicking on the ad.31
3.53.75
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)
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Haha NICE55
Single Female #2Picture is pretty cheesy but honestly that might work here44
Single Female #3Love this one. Would draw in someone who thinks so.55
Single Male #1I like this ad55
Single Male #2Big deal for millenials and those at the upper high school/college ages.54
Single Male #3I appreciate the open question with no added commentary. This makes me want to click and learn more54
Married Couple #1Neither of us would click on this22
Married Couple #2The image seems immature. The text is too thin. It’s hard to form an opinion about 6 words.21
4.133.75
Create V 1.1?No
Rewrite?No
New Picture?No
Run new version by focus group?No

AD #20

 

Ad Before Focus Group
Church facebook ad millennial focus group ad
Ad After Focus Group
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Neutral44
Single Female #2Solid55
Single Female #3I feel like the caption is a little too vague. Maybe even adding “what difference your life makes” would help33
Single Male #1I like this ad55
Single Male #2There are still many people willing to make a difference, despite possible personal loss.55
Single Male #3I 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”44
Married Couple #1Good, inspiring and good picture45
Married Couple #2Would like to know how the church will help us out before we click on the ad. The text needs to be more descriptive.25
4.004.50
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)
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Super 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 church33
Single Female #2Would be effective for christian young people who do not go to church, but not for anyone resembling non-religious44
Single Female #3The picture and caption go well together.44
Single Male #1I would click on this ad55
Single Male #2A complaint/excuse I hear from many people. Will definitely help spark attraction.55
Single Male #3Personally, I wouldn’t even include the second sentence. It is more intriguing as an open question.45
Married Couple #1An intriguing topic a lot of people complain about55
Married Couple #2We 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 into45
4.254.50
Create V 1.1?No
Rewrite?No
New Picture?No
Run new version by focus group?No

AD #22

 

Ad Before Focus Group
Church facebook ad millennial focus group ad
Ad After Focus Group
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Yuck I thought the current take on that was, if someone had never heard of Jesus they are off the hook for not believing. Guess not24
Single Female #2Picture is pretty cheesy but honestly that might work here44
Single Female #3The caption seems too long. I would at least get rid of “Let’s tackle that question together” because that’s kind of cheesy34
Single Male #1I like the question this poses.44
Single Male #2Heavy and interesting point that many ponder.55
Single Male #3Good 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?”32
Married Couple #1Good picture, some people might not be aware of the topic45
Married Couple #2We 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 culture55
3.754.13
Create V 1.1?Yes
Rewrite?Yes
New Picture?No
Run new version by focus group?No

AD #23

Ad Before Focus Group
Church facebook ad millennial focus group ad
Ad After Focus Group
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Lol find a better way to state that Christians aren’t judgmental than, “We’re not”33
Single Female #2All ok except the “let’s talk about your future not your past”34
Single Female #3Saying “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.12
Single Male #1Drop the “we’re not” i like it otherwise55
Single Male #2This is something that turns many people off from Christianity and needs to be discussed.55
Single Male #3Good 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.”33
Married Couple #1Doesn’t seem very welcoming25
Married Couple #2Don’t like the use of “We’re not.” Feels defensive.. Like the reference to let’s talk about your future though.44
3.253.88
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)
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Fine33
Single Female #2Solid44
Single Female #3This doesn’t convince me that Christians aren’t hypocritical. I feel like it would reinforce that view if I thought that way24
Single Male #1I like this ad as well, its an often brought up topic44
Single Male #2A feeling that I personally have when I interact with many die hard Christians.55
Single Male #3Good ad. Not much I would change.45
Married Couple #1Not much we would change55
Married Couple #2Ad feels dark, dislike the mention of us all being sinners. “None of us are perfect” feels like an incomplete thought as well.21
3.633.88
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)
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1I do like this one55
Single Female #2Solid54
Single Female #3Like 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 it45
Single Male #1This ad appeals to me55
Single Male #2Something many wonder about, and is a good stepping stone for those entering Faith.44
Single Male #3I like this ad on first impression, but the word “silly” sounds a bit young for the millenial age group45
Married Couple #1Great ad, really appealing55
Married Couple #2Doesn’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.32
4.384.38
Create V 1.1?No
Rewrite?No
New Picture?No
Run new version by focus group?No

AD #26

Ad Before Focus Group
Church facebook ad millennial focus group ad
Ad After Focus Group
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Yuck22
Single Female #2Solid54
Single Female #3The 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 hospital32
Single Male #1I like the ad but not the photo.52
Single Male #2An argument that many use to discredit or lose faith in Christianity.55
Single Male #3Good ad, but I would leave out “Let’s talk and pray about this together” and leave that talk for within the actual website.45
Married Couple #1Good ad, maybe a different picture53
Married Couple #2This 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.34
4.003.38
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)
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Picture 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 article31
Single Female #2Not terrible, but I would stay away from abortion as a whole.The word “forgiveness” is especially offensive here11
Single Female #3Asking 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 off33
Single Male #1Yeah I don’t like this ad at all11
Single Male #2Hot button topic-sure to include a hot button discussion.54
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?”35
Married Couple #1Touchy topic, maybe don’t even include it at all23
Married Couple #2I 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.45
2.752.88
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)
Church facebook ad millennial focus group ad
Results

 

Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Great55
Single Female #2Good 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?”45
Single Female #3love this one. The picture is awesome55
Single Male #1Yes I do like nature, I would click on this ad55
Single Male #2Appeals well to those who feel that Churches are no more sacred than a mountain top or a lake for example.55
Single Male #3Could be shorter and less wordy. Something like “Do you love nature? Learn how to find the beauty of God in your surroundings.”45
Married Couple #1Great, beautiful picture55
Married Couple #2This ad is inviting, we feel as though this is something we would be open to exploring. The image feels warm and welcoming.55
4.755.00
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)
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Cool discussion55
Single Female #2Don’t love the use of the word “probable” in this context. Otherwise solid.55
Single Female #3Again, very cool and engaging picture and interesting caption55
Single Male #1The photo doesn’t match the actual ad.51
Single Male #2Topic that is sure to bring die hard science methodology adherents onto the page.44
Single Male #3Good 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.35
Married Couple #1Interesting and welcoming discussion. We love this55
Married Couple #2We 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.44
4.504.25
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)
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Great55
Single Female #2Unnecessary comma55
Single Female #3Cool picture. I don’t think there should be a comma before “higher”44
Single Male #1I honestly don’t care how they view animals, irrelevant.11
Single Male #2Different, but interesting topic that will spark great discussion.55
Single Male #3I 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?”45
Married Couple #1Great concept, great picture55
Married Couple #2We 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.35
4.004.38
Create V 1.1?No
Rewrite?Yes (typo)
New Picture?No
Run new version by focus group?No

AD #31

Ad Before Focus Group 
Church facebook ad millennial focus group ad
Ad After Focus Group 
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Nice55
Single Female #2Decent44
Single Female #3i 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.43
Single Male #1I like this ad45
Single Male #2Great way to diffuse misconceptions of Christianity.55
Single Male #3Good ad. Not much I would change.44
Married Couple #1Not much we would change. We think a lot of people would click on this44
Married Couple #2We 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 regulations21
4.003.88
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)
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Neutral33
Single Female #2Solid – non-controversial but curiosity-inducing55
Single Female #3This one is cool and the photo is perfect.44
Single Male #1Doesn’t make sense, the bible probably only talks about social spaces not social media.15
Single Male #2Although I agree with the topic, many in my age group may be additionally turned off by the subject matter.23
Single Male #3Relevant and interesting question. Well worded.54
Married Couple #1Interesting and non controversial, we would click on this55
Married Couple #2Feels like a relevant line of questioning that invokes curiosity from us.54
3.754.13
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)
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Interesting, wonder how radical the article will be32
Single Female #2Solid, less likely to appeal to someone on the non-believer spectrum than some of the other ‘big question’ ones though55
Single Female #3This ad assumes that the person viewing it has enough money which could be off putting33
Single Male #1Good photo but the ad doesn’t appeal to me.34
Single Male #2This 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 discuss55
Single Male #3Effective ad that wraps a lot of relevant questions up in one topic.44
Married Couple #1Important topic, great picture, great ad55
Married Couple #2The 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 frequently43
4.003.88
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)
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Good44
Single Female #2Would appeal to a “believer” who is not a church-goer55
Single Female #3like this one. It makes religion seem very approachable44
Single Male #1The bible is a large book, I can see this being a concern.55
Single Male #2This although a valid topic, seems to be less enticing or attractive to the Church or Faith.34
Single Male #3Another effective ad that is well-worded45
Married Couple #1We would definitely pursue this ad. Great.55
Married Couple #2This 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.21
4.004.13
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)
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Cool discussion44
Single Female #2Solid-One of the best55
Single Female #3like this because it seems to imply that you can believe in religion while also acknowledging scientific facts44
Single Male #1Good ad55
Single Male #2Excellent point that many Christians (even those who believe in evolution) and Atheists discuss constantly.55
Single Male #3Good topic. I would potentially reword the last part to read “How can science be reconciled with Christian beliefs?”44
Married Couple #1Great topic, very relevant and intellectual55
Married Couple #2We 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.54
4.634.50
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)
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1I feel like it is more suggesting a fear than acknowledging a real one31
Single Female #2Decent message, cheesy picture44
Single Female #3This doesn’t seem relatable because christians are definitely not the most bullied group in general22
Single Male #1I don’t think people really worry about if they’re religious or not.21
Single Male #2Although this occurs, I haven’t seen it occur enough to bring about its own discussion.24
Single Male #3Good ad. Not much I would change.45
Married Couple #1Good ad, wouldn’t change anything33
Married Couple #2We 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.42
3.002.75
Create V 1.1?No (omit?)
Rewrite?No
New Picture?No
Run new version by focus group?No

AD #37

Ad Before Focus Group
Church facebook ad millennial focus group ad
Ad After Focus Group
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1How bout using a pic from a white nationalist rally41
Single Female #2Great message – terrible/cheesy picture for a tender topic52
Single Female #3This one makes me really uncomfortable. The eggs seems to trivialize racial tensions. Very disturbing.11
Single Male #1Good ad, awful photo51
Single Male #2Racism 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.44
Single Male #3Good ad, but has a typo. However, this is my least favorite photo.41
Married Couple #1Good message, different picture52
Married Couple #2We would be interested in discussing how to promote peace and love. We like that the image doesn’t show actual people.45
4.002.13
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)
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Eh32
Single Female #2Image looks like relationship issues more than depression/purpose. Wording is cheesy / could potentially be construed to trivialize depression22
Single Female #3This seems relatable. picture and caption work together44
Single Male #1Good ad, photo is a little melodramatic52
Single Male #2Many 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.23
Single Male #3I 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.32
Married Couple #1Good ad, seems interesting for couples who broke up/are depressed55
Married Couple #2We 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.11
3.132.63
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
Church facebook ad millennial focus group ad
Ad After Focus Group
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1Love it54
Single Female #2Solid54
Single Female #3I don’t like the fact that hatred is represented by potentially physical violence but i’m not sure what an alternative would be32
Single Male #1Good ad55
Single Male #2Excellent 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.55
Single Male #3Great topic. Could potentially be rephrased to “Have you ever truly hated someone? How has that hate affected you? Let’s talk about forgiveness.”45
Married Couple #1Great topic. Great picture.55
Married Couple #2We 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.31
4.383.88
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)
Church facebook ad millennial focus group ad
Results
Focus Group ParticipantImmediate Reaction from Focus GroupOverall impact with 1 being negative and 5 being positiveImpact of the picture with 1 being negative and 5 being positive
Single Female #1A proclamation- not very radical but appreciated44
Single Female #2Solid55
Single Female #3Love this, love the picture55
Single Male #1This doesn’t speak to me personally14
Single Male #2Great phrasing and relevant topic.45
Single Male #3Social 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.34
Married Couple #1Don’t really have an opinion on this, we’re not “SJW’s”44
Married Couple #2We appreciate the call to action. It feels inspirational. We would like to know how we can make a difference.45
3.754.50
Create V 1.1?No
Rewrite?No
New Picture?No
Run new version by focus group?No