Is walking and walking groups part of your remit at all? I was talking to Luke Martin, the Marketing Manager at Walking for Health, and they’ve run a really great campaign recently.
Here is a summary of it.
As I’ve mentioned before – there are a few parts to a successful Facebook Ad:
- the target audience
- the offer
- call to action.
Walking for Health used Facebook’s age and interests targeting in order to show their ads to exactly the right target audience – they focused on people in England aged 50+ who have demonstrated an interested in cancer charities/support/awareness. They focused on this audience because they are funded by Macmillan Cancer Support.
Walking for Health’s offer was to ‘Learn more about health walks’, and to receive a personalised email about walks near you.
Image and description
Macmillan’s digital and creative teams developed four adverts, with feedback provided by Walking for Health. Two were aimed at people living with cancer, and two were aimed at the wider audience of people affected by cancer (including friends and family of those living with cancer). Each advert had a unique image and the campaign ran from 16th August to 9th September (24 days).
Example of one of Walking for Health’s Facebook ads
Call to action
They used Facebook Lead Ads in order to make it easy for people to register their interests. The way Lead Ads works is that people just have to click sign up, and they’re shown a pop up form on Facebook. The name and email address fields in the form are pre-populated, as Facebook already knows those details. Then all they have to do is click submit.
Responding to enquiries
Within one week of a user signing up about Walking for Health they were sent a personalised email about walks in their area, using the first half of the post code they signed up with to send a direct link to the WalkFinder results page for that post-code. Here’s an example of that link.
In the first campaign they were expecting to engage about 850 people, and instead engaged 2,637! This was much more cost effective than any other online marketing approach they have used (which is our experience with Facebook Ads). So they ran a second Facebook Ad campaign and in that one they engaged over 2,000 people again.
They then followed up with an email survey and 25% of people who answered the survey said they had been on a Walking for Health walk since signing up. They are now going to continue to stay in touch with the people who signed up, and gradually increase that percentage of people engaged who actually go on a walk.
Facebook Lead Ads makes it easy for people to register
They used Facebook Lead Ads in order to make it easy for people to register their interests. The way Lead Ads works is that people just have to click sign up, and they’re shown a pop up form on Facebook. The name and email address fields in the form are pre-populated, as Facebook already knows those details. Then all they have to do is click submit. That’s it! It’s so simple. Here’s an example of how Lead Ads looks on another walking campaign.
Step 1 – someone sees the ad in their Facebook news feed
Step 2 – they click on the sign up button and are shown this form on Facebook, with the information pre-filled
Step 3 – they click submit and they’re done. They have signed up, and their information is available for download from Facebook.
Facebook Ad webinar
If you’re interested in learning more about how to use Facebook Ads to engage inactive people from hard-to-reach groups then you can sign up for our free webinar.