We used bespoke animated video ads on Facebook to drive regular inquiries from people interested in becoming a foster carer, resulting in a 62% month-on-month reduction in the average cost per lead.
62%reduction in monthly CPL
1.14million people reached
42%increase in page likes
Their StoryFostercarers.com is a free application and information service designed to raise awareness about fostering and to dispel many of the myths that surround it. Their aim is to recruit as many foster carers as possible to fill the current shortage of over 9,000 fostering households in the UK alone.
Campaign Goal - Drive Foster Carer EnquiresThe main objective was to drive a consistent monthly flow of people making enquiries.
The SolutionThrough A/B testing in the first month we identified that the most effective way of driving foster carer enquiries was through the use of lead generation adverts on Facebook. When a person clicks on our advert, they are taken to a bespoke on-Facebook form. On this form, they can edit and confirm their pre-populated information and answer mandatory questions specific to becoming a foster carer before clicking the “submit” button. These leads were then passed onto the fostercarers.com team to follow up and start them on their journey to becoming a foster carer. We quickly established that the best way to get people to engage with the advertising was through Facebook video ads. Each month we created a simple and eye-catching animation, coupled with informative and inspiring copy. The ads were designed to work with the sound off in mobile News Feed, and were also kept short. Due to the sensitive nature of the industry, our advertising had to follow strict guidelines regarding the creative and copy. Through data analysis, we refined the audience and geo targeting to help reduce wastage, maximise ROI and keep the delivery insight ratios positive.
ResultsBy identifying that women aged between 35 and 64 were most likely to enquire about becoming a foster carer we were able to narrow the campaign targeting and ensure ROI was improving on a month-on-month basis. Between February 2017 and February 2018 the campaign achieved:
- 62% reduction in the monthly average cost per lead
- 1.14 million people reached
- 42% increase in page likes
- 1.81% average engagement rate
- 574k actions taken on the adverts