USAFacts

Overview

372% increase in subscriptions from younger demos on Meta and TikTok

USAFacts, a nonprofit making government data accessible and unbiased, came to Fat Earth to scale subscriptions and connect with a younger, data-curious audience. By reframing data as discovery, optimizing platform mix, and scaling creative breakthroughs like Steve Ballmer-led storytelling, we unlocked massive efficiency gains and exceeded subscription goals.

Kickoff

Entering 2025, they faced two core challenges: low brand awareness and an aging user base. The goal? Rapidly grow newsletter subscriptions and social followers—especially among younger users—by turning dry stats into something shareable, surprising, and sticky.

The Strategy

Fat Earth took over paid media, restructured campaigns by age and content type, and launched TikTok to tap into under-40 users. By fusing UGC with post-production creative and aligning messaging around relevance—not rhetoric—we turned complex stats into click-worthy content and unlocked scalable efficiency across channels.

What Worked Well

Leaning into Steve Ballmer’s persona proved highly effective, driving trust and sub-$10 CPLs across Reddit and Meta. Creative testing also revealed that curiosity outperformed clarity, with ads framed as questions consistently beating straightforward data reveals. On TikTok, campaigns scaled quickly, and even the 45+ demographic delivered standout results with a $1.37 CPL powered by authentic creator content.