Paid social advertising grows engagement rates by 235%
case study
Case summary: 235% engagement growth for a health awareness day
Kabloom ran a five-month campaign in 2019 for a health-related awareness day aimed at healthcare professionals, with 39,000 social engagements and 38,000 ad clicks. In 2020, COVID-19 turned every physical activity into an online campaign.
What we did
The 2020 budget was 30% of 2019’s and the promotion window 80% shorter, so Kabloom rebuilt the digital strategy from scratch: new messaging, audience groups and sizes, budget and channels. We ran digital strategy, social media management and paid social advertising with remarketing. See more on social media for associations.
The results
Paid social advertising grew engagement rates by 235%.
Why it worked
Starting from scratch, rather than shrinking the old plan, matched the campaign to its new budget and format.
FAQ
How can an awareness campaign keep engagement up with less budget?
Rebuild the plan around the new budget instead of cutting the old one. With 30% of the previous budget and a much shorter window, Kabloom’s paid social campaign grew engagement rates by 235%.
How does Kabloom help associations keep members engaged between conferences?
With year-round campaigns: social media, email and advertising that keep the association visible between events. Because Kabloom runs membership and event marketing together, the people your conference reaches stay in your community, and your members have reasons to stay all year.
Written by the CEO of Kabloom, Richard Torriani. Updated on June 8th, 2024.
A highly-successful five-month-long digital campaign was completed in 2019 for the client, boasting 39,000 social engagements and 38,000 clicks on ads.
However, COVID-19 forced the organization to re-think its format for 2020 – which resulted in the transformation of all physical activities into online awareness campaigns.
The transformation posed new challenges for 2020’s campaign, with the budget reduced to 30% of 2019’s spending, while the promotional time was now 80% shorter.
Consequently, the digital marketing strategy had to be reworked from scratch to accommodate changes in messaging, audience groups and sizes, budget and channels.
on social media
impressions
to website
click-through rates
website traffic
Organizer
Health-related awareness day
Target Audience
Healthcare professionals
Objective
Digital advertising campaign for health-related awareness day
Services
- Digital strategy planning
- Social media management
- Digital advertising and remarketing
With the reductions, the social advertising and digital marketing strategy had to be reworked from scratch to accommodate changes in messaging, audience groups and sizes, budget and channels.
Given the shortened timeframe and budget, the following approach was taken:
- Audiences were defined according to stricter parameters
- Campaign goals were repositioned to remain relevant given the effects of the pandemic in the healthcare sector
Despite the limitations, the month-long campaign delivered strong performances, which helped the association achieve record-breaking attendance for its awareness day in 2020.
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