How we used Meta ads to secure signatures for a crucial climate referendum


signatures collected

The Challenge

Klimaneustart approached Phiture with a singular, vital challenge: collect 175 000 signatures from Berliners over a three week period for a petition, starting immediately. The stakes were high; by reaching this threshold of signatures Klimaneustart’s campaign would help trigger a referendum to make Berlin climate neutral by 2030. Our Performance Marketing Team got to work.

“We really appreciate the incredibly valuable input Phiture gave us for our project- especially as our goals were a little out of the ordinary! They went above and beyond to make sure the social campaigns worked for us and were very grateful for their expertise. Thanks again!”


The Solution

The solution was an acquisition strategy via Meta (Facebook and Instagram) and rested on twin strategic aims. One: reach as many people as possible. Two: direct users to Telegram groups via a lead generation campaign. Tracking was extremely limited, but by using the reach of ads and the people joining Telegram groups as an approximate indicator for signatures – and success – the Team set about testing different target audiences. This was achieved by honing in on users based in Berlin, and focussing in on those with sustainability interests as well as ‘lookalikes’ based on user interactions.

The Results

The broad reach campaign helped significantly expand the pool of users aware of the initiative and ultimately interacting with the page. Over the three week period, Phiture and Klimaneustart reached over 500,000 people and achieved over 1,000,000 impressions on Meta. Overall Klimaneustart was able to surpass its signature goal to reach a total of 261,968 signatures.

Klimaneustart Berlin is a grassroots movement that promotes exchange between citizens, science, and politics on an equal footing. The declaration of the climate emergency in 2019 and the convening of the Berlin Climate Citizens’ Council in 2021 go back to successful popular initiatives of ours.
The organization is currently working together with an alliance of more than 26 organizations to make Berlin 2030 climate-neutral. For this end, they rewrote the Berlin Climate Protection and Energy Transition Act and collected over 260,000 signatures to bring about a referendum. Their proposal will be put to the vote on March 26, 2023.

Client: Klimaneustart
Services: Performance Marketing
Project period: 2022