Zygmunt Bauman “Does the Richness of the Few Benefit Us All?”

Meta Ads campaign for Zygmunt Bauman’s book “Does the Richness of the Few Benefit Us All?”, published by Pałac Dożów / New.H Publishing. The project promoted a previously unpublished essay by one of the most internationally recognized Polish philosophers and sociologists, focused on the contemporary issue of social inequality.

The project included static ad creatives, video ad creation, Facebook and Instagram campaign setup in Meta Ads Manager, audience targeting and campaign monitoring.

My role

Ad creative design
Static banners and mobile-first formats
Facebook & Instagram campaign setup
Video ad creation and editing
Audience targeting
Meta Ads Manager configuration
Campaign monitoring
Campaign reporting

Campaign goal

The goal of the campaign was to promote the new book by Zygmunt Bauman and direct users to the publisher’s website. The campaign was sales-oriented and designed to reach audiences interested in philosophy, sociology, economics and contemporary social issues.

The communication focused on the relevance of Bauman’s essay, especially its reflection on social inequality and the question of whether the wealth of a few can benefit society as a whole.

Meta Ads campaign setup

The campaign was configured in Meta Ads Manager as a sales campaign focused on directing users to the publisher’s website. The Pałac Dożów Pixel was used to support website conversion tracking and monitor user actions after clicking the ad.

The audience was built around users interested in philosophy, economics, sociology, social thought and contemporary public debate.

Campaign objective: Sales
Conversion location: Website
Tracking: Pałac Dożów Pixel
Audience: People interested in philosophy, economics and social issues
Channels: Facebook and Instagram
Creative format: Static image ads, video ads and mobile-first placements

Strategy / approach

The campaign communication was based on the intellectual authority of Zygmunt Bauman and the current relevance of the book’s main theme: inequality in the modern world. The aim was to present the publication not only as a book, but as an important social and philosophical commentary.

The messaging emphasized that this was a new book by Bauman and a previously unpublished essay. The campaign was designed to attract readers interested in critical thinking, philosophy, sociology, economics and questions about the structure of contemporary society.

The visual direction combined a serious editorial tone with clear sales-oriented communication, making the campaign suitable for audiences interested in books, ideas and social analysis.

Advertising materials & ad creatives

I prepared static and video advertising materials adapted to Facebook and Instagram placements, with a focus on readability, editorial character and mobile-first formats.

Static image ads
Video ad creative
Facebook & Instagram feed creatives
Stories / Reels creative
Sales-oriented visual with CTA
Book cover-focused promotional creative

Video ad creative

I created and edited a video ad promoting Bauman’s book for Facebook and Instagram placements. The video was designed to present the publication in a more dynamic format, highlight the importance of the author and communicate the book’s key theme: social inequality in the contemporary world.

Ad previews

Facebook and Instagram ad previews showing how the campaign creatives appeared in Meta placements.

The ad formats were prepared for both feed and mobile-first placements, combining the book cover, concise messaging and a clear call to action leading users to the publisher’s website.

Campaign scope

This case study presents the campaign concept, creative materials and Meta Ads setup. Detailed performance data is not included in the public portfolio.

Financial data such as total spend and budget are not disclosed due to client confidentiality.

Key takeaway

The campaign combined intellectual positioning, sales-oriented messaging and visual clarity. The key challenge was to promote a serious philosophical and sociological essay in a way that remained accessible, visually clear and suitable for social media advertising.

The final communication focused on Bauman’s authority, the contemporary relevance of social inequality and the value of the publication for readers interested in philosophy, economics and public debate.