Challenge
Alzheimer’s Association, Georgia Chapter wanted to promote its Medic Alert Safe Return program while requesting donations in a cost-effective way, by posting a video about the program on Facebook along with a link to make a donation. They had no way of measuring ROI as a result of a Facebook post though, which could hinder future use of a potentially profitable social marketing tactic.
Solution
communications 21 recommended promoting the Medic Alert Safe Return program video and donation link in a boosted Facebook post targeted specifically to Facebook users on Alzheimer’s Association, Georgia Chapter’s email list.
c21 created a “pixel” – a piece of code inserted into a web page to track conversions – and worked with Alzheimer’s Association to add it to the confirmation page donors are directed to after a web donation. The pixel tracked all conversions as a result of clicks from the Facebook post. The post was boosted for $200 over a period of one week.
Results
The Facebook pixel provided valuable insights to the Alzheimer's Association, revealing the effectiveness of their video and precisely quantifying the donations generated by the Facebook post. A total of 38 donations were attributed to users who viewed the video and clicked on the donation link.
In addition to driving conversions to the donation page, Facebook credited the boosted post with 30 new page likes. The video post reached a total of 5,440 individuals, with 1,713 views. Furthermore, the post garnered 92 likes and 59 shares.