Why Facebook is Build for Mass Tort
Roundup, Monsanto’s widely marketed weedkiller (later acquired by Bayer), was once promoted as safe. But as lawsuits mounted linking glyphosate the active ingredient—to non-Hodgkin’s lymphoma and other blood cancers, the truth became impossible to ignore.
Despite years of litigation, no national settlement came quickly. That’s when Jacob Malherbe, Mass Tort Ad Agency, Intakedesk, and Howard Kastner launched one of the largest and longest-running campaigns in legal advertising history. It proved that Facebook is build for Mass Tort, offering unmatched precision and scale.
Strategy: Patience, Partnerships, and Platform
This campaign was more than advertising. It was about building an ecosystem of trust and efficiency:
- Advertising (Mass Tort Ad Agency): Running large-scale Facebook campaigns to generate qualified leads.
- Intake (Intakedesk): Converting leads into claimants with care and accuracy.
- Partnership (Howard Kastner): A long-term collaborator who supported the vision for over five years.
The numbers tell the story:
- $50 million+ spent on Facebook ads.
- 30,000 clients suffering from blood cancers signed and supported.
- Campaigns refined continuously to reach those in need.
The Platform Advantage Is Build for Mass Tort
What made this campaign historic was Facebook itself. The platform became more than a social network it became a hyper-intelligent system connecting real victims to real help.
As Jacob Malherbe put it:
“What I saw with Roundup is why I came to Facebook in the first place. No platform knows more about us, our interests, our pain points, our needs.”
Key advantages showed why Facebook is build for Mass Tort:
- Algorithmic Targeting: Facebook learned what a Roundup client looked like based on behavior and demographics.
- Lookalike Audiences: It scaled campaigns by finding people similar to proven claimants.
- Efficiency: With every campaign cycle, costs dropped while lead quality improved.
Creative That Converts
Even the smartest algorithm needs powerful content. The campaign succeeded because creatives connected emotionally with victims:
- Empathetic copy that addressed health fears with care.
- Visuals gardens, gloves, hospital beds that connected product use to illness.
- Video stories that mirrored real survivors and built trust.
This combination proved that when you pair compelling content with precision targeting, Facebook is build for Mass Tort success.
Results That Changed the Game
- 30,000 blood cancer victims reached and signed.
- One of the largest single-tort Facebook campaigns in history.
- A blueprint for persistent, data-driven campaigns that can be replicated for future cases.
Even today, the litigation continues. But thousands of victims now have representation—because of long-term vision, strong partnerships, and the right platform.
Reflection: Justice at Scale
“Sometimes we work for years with no guarantee. But with the right partners and the right platform, you can keep showing up for people who need help and you can do it at scale.” – Jacob Malherbe
Conclusion: Facebook and Mass Tort
The Roundup campaign proved it beyond doubt: Facebook is build for Mass Tort. It’s not just a platform for connection it’s a platform for justice. With the right strategy, creativity, and persistence, Facebook can help law firms deliver hope to victims nationwide.
