Client: Beyond Type 1
Services: Paid Media
How to Get a Lot More Leads for a Lot Less Money
About Beyond Type 1
Beyond Type 1 is a global movement working to help those living with diabetes to not only survive, but thrive. The organization spreads awareness about diabetes and provides the tools and resources people need to discover, understand, and better manage this chronic condition. Social media has played an indispensable role in helping the organization expand its reach within the diabetes community. “This is the first time social media has really been a defining factor in the outreach and the presence of a non-profit,” co-founder Nick Jonas has said.
To that end, Beyond Type 1 continually develops programs, which VSSL helps promote in social media, to engage and involve the community, encouraging them to download information and toolkits and share their own experiences. The campaigns help to enlarge Beyond Type 1’s social media presence, which draws attention and interest, grows the community of people they can help, and attracts more sponsors to support their work. When it came to launching their latest program, Beyond Diagnosis, VSSL proposed using a new approach on Facebook, which produced some extraordinary results.
Key Results
8,000+
New leads generated
800%
Increase in Facebook engagement
78%
Reduction in cost per lead
Bringing the Program to as Many People As We Can
A diabetes diagnosis often leaves people confused and frightened, with no idea what to do. To help, the Beyond Diagnosis program encouraged people who had already dealt with the pain of their own diagnosis to share the advice they wish they had gotten at the time. Everyone’s contributions would be used as part of a community guide, which would essentially make them all co-authors.
The primary goals of the campaign were to get this resource into the hands of as many people as possible, as efficiently as possible, so they could use it to share their advice with the newly diagnosed. Beyond Type 1 also wanted to collect their email address in a way that wouldn’t feel like an extra step, which would deter response. That was the tricky part. That’s where a novel use of Facebook came in.
“FRICTIONLESS DOWNLOADS” FROM THE META AD PLATFORM WERE A GAME-CHANGER
Obviously, the more downloads, the better. And the lower the cost of each download, the more value they get for each dollar spent, critical for a non-profit organization. And then there was getting that all-important email address.
Embedding the toolkit, which was a PDF, into the Meta ad platform solved all of those challenges and was key to the success of this program. First, it allowed users to download the kit directly from Facebook without going to the Beyond Type 1 website. They would have to consent to sharing their email addresses, but they didn’t have to fill out a form. Compared to an earlier version of the campaign that sent users to a landing page, the results were eye-opening.
DOWNLOADS WENT UP. THE COST WENT DOWN.
A previous version of the campaign required a visit to a landing page and generated approximately 1,000 downloads, which cost $9 each without collecting anyone’s email. The frictionless downloads directly from Facebook cost only $2 per download, generated 8,000 requests, and got everyone’s email. Facebook downloads saw a nearly 800% increase in engagement, a 78% drop in the cost per lead, and collected the emails that Beyond Type 1 needed to maintain engagement.
For any organization that wants to get information into the hands of more users with less friction and for less money, embedding assets directly into the Meta ad platform can solve a lot of problems and achieve a multitude of goals.
