Danish
- 472% increase in conversions
- 25% reduction in cost per conversion
- 49.51% conversion rate maintained during scale-up
- +26% higher bids during peak periods for optimal visibility
In 2024, Fagbevægelsens Hovedorganisation launched dinfagforening.dk as a digital guide to help Danish workers find the right trade union. We were behind the digital strategy, which through intelligent budgeting and targeted advertising created significant results from the start. By understanding users’ search behavior and implementing a sophisticated time-driven bidding strategy, we managed to achieve a conversion rate of almost 50% – an extraordinary level for this type of campaign.
The results
- Increased memberships from 0 to 2,577 annually
- Reduced price per conversion to 22.49 DKK
- Maintained high conversion rate of 49.51
- Implemented 42 unique time-based bid adjustments
Timing that matches members’ search behavior
By analyzing user behavior patterns, we identified exactly when potential members were most likely to search for unions. This provided the basis for a sophisticated bidding strategy with up to 26% higher bids during the most effective time periods. Especially between 8am and 4pm on weekdays, there was high search activity, which was leveraged through strategic bid adjustments. This precise timing ensured that FH’s ads were visible when potential members were actively searching for information about trade unions.
Target group understanding creates relevance
Based on detailed user analysis, we developed tailored messaging for three primary audiences: new entrants, workers looking for their first union, and existing members considering switching. For each audience, we created customized ads that addressed their specific needs and questions. This ensured high relevance across all user journeys and contributed significantly to the exceptionally high conversion rate of almost 50%.
Gradual scaling with improved efficiency
One of the biggest challenges in digital advertising is maintaining efficiency as the budget increases. For FH, through systematic optimization, we managed to increase the daily budget from DKK 150 to DKK 490, while the cost per conversion actually decreased from DKK 30 to DKK 22.49. We supplemented the primary search campaigns with Demand Gen campaigns to reach users earlier in the decision-making process, creating a broader foundation for conversions.
Technical precision ensures targeted ads
The technical implementation was central to the success of the campaigns. We set up advanced conversion tracking via Google Tag to accurately measure which users found their way to the right union. A comprehensive negative keyword setup also ensured that the ads only targeted relevant searches. We also implemented dynamic keyword expansion and systematic A/B testing of ads, allowing us to identify the most effective messages and continuously improve results.
Digital transformation of membership recruitment
By transforming the traditional recruitment process into an effective digital user journey, the project has set a new standard for membership recruitment in the trade union movement. The successful collaboration with FH not only demonstrates the potential of a data-driven approach to membership recruitment, but also shows how digital marketing can complement and enhance the personal contact that has traditionally been at the heart of trade union work. The results have created the basis for a long-term digital strategy that can strengthen the union’s position in a time when more and more decisions – including about union membership – are made online.
