How a focused campaign strategy helped Jewish Grandparents Network (JGN) exceed their Passover campaign email growth goal by 70% (while spending 35% less).

The challenge

JGN's 2025 Passover campaign was already a success: 4,550 new subscribers, 6,145 downloads. The bar was set! For 2026, they wanted to build on that momentum, set a goal of 3,000 new emails, and do it more efficiently. We stripped away what wasn't working (a book giveaway, third-party advertising) and sharpened what was.

The approach

"Pack your (pretend) bags! The Passover Seder is a journey your family takes, together, without ever leaving the table."

A single, emotional theme

We built the entire campaign around the metaphor of Passover as a journey of imagination. Every piece of copy, every visual, every CTA flowed from that idea. The retro travel poster aesthetic gave the ads visual distinctiveness in a crowded feed.

Focused channel strategy

We dropped underperforming elements and doubled down on what worked: Meta ads and Google Ads (fueled by a Google Nonprofit Ad Grant), each targeting JGN's core audience with geotargeted and broad variations.

New content

JGN had already updated the Dayenu Seder based on user feedback. So, in addition to sharing the new and improved core resource, we developed an additional “Seek and Find” activity sheet to keep seder participants young and old alike engaged.

Full campaign infrastructure

Landing page copy, three Meta ad variations, organic social posts, an updated content bundle, and boilerplate outreach copy for professional distribution. Everything JGN needed for a successful trip!

Key learnings

Standout creative outperformed realistic photography by nearly 2x

The travel poster ad consistently drove roughly twice the clicks of the photo version across all five geotargeted markets. Distinctive creative breaks through algorithmic noise.

Honing beats expanding

Removing the additional elements from the previous year (a book giveaway and outsourced ad partnership) freed budget for what was already working. Fewer moving parts meant cleaner results.

A clear theme is a strategic asset

The travel metaphor gave every team member and channel a shared through-line, reducing revision cycles and keeping execution tight.

“The campaign exceeded our expectations,” shared Terry Kaye, JGN’s Associate Director. “It was exciting to see it all come together and build on last year’s success. We’re thrilled to welcome so many new grandparents to JGN!”

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Bigger Questions, Smaller Stories, Huge Results