How an In-App Mobile Campaign Attracted a Record Click Rate
Summary: Raynaud’s Association is a 501(c)3 nonprofit providing support and education to sufferers of Raynaud’s phenomenon, an exaggerated sensitivity to cold temperatures. They needed to drive people to their “Are You Blue” quiz and information page as part of their yearly awareness campaign. Connect360 coordinated an in-app mobile campaign with a pre-screening question to qualify users before serving the ad. Advertising was geographically and demographically targeted and released in October, at the start of the cold weather season and Raynaud’s awareness month.
How Connect360’s Targeting Helped Achieve a 2,000% Increase in Landing Page Traffic
Raynaud’s phenomenon is an under-recognized and under treated condition. Although it affects between 5 and 10% of the U.S. population, only 1-in-10 sufferers seeks treatment. It is marked by numbness and pain in fingertips, toes or other extremities when exposed to cold temperatures. In some cases, the extremities even turn blue.
The Campaign: Raynaud’s Association launched the “Are You Blue” campaign to bring more visitors to the association’s five-question diagnostic quiz. The campaign included a display ad and a 30-second video PSA. Connect360 recommended an in-app mobile approach for two reasons:
- In-app mobile tends to deliver strong click results
- It allowed for a pre-screening question that would further target the audience
Highly targeted ads result in a better return on investment by ensuring that clicks come from people who are likely to be experiencing Raynaud’s symptoms.
Integrating this tactic with a more interactive style of quiz resulted in a 2,000% increase in traffic to the quiz. The association received record numbers of weekly responders and increased web traffic 150% over their 2022 campaign.
Higher Click-Through, Better Engagement
The display ad placements drove a strong click through rate (CTR) of 97.42% which exceeds the industry benchmark CTR by nearly 4 percentage points. The highly target audience was also more likely to watch the entire video, delivering more than 405,000 video views with a video completion rate (VCR) 4% above the industry standard.
What We Learned:
- Timing is everything
- Screening questions further target ad delivery
- Integrated efforts create massive change
Learn how we can do this for your nonprofit.
About Raynaud’s Association:
Raynaud’s Association is a nonprofit providing support and education to sufferers of Raynaud’s phenomenon, an exaggerated sensitivity to cold temperatures. It can result in numbness, tingling and pain with fingers, toes or other extremities turning white or a blue when exposed to cold or stress. Although it has been over 100 years since Raynaud’s was first recognized, many are unaware that what they are experiencing has a medical explanation and a name.
Raynaud’s Association has developed working relationships with leading researchers from the National Institutes of Health, top rheumatologists who serve on the organization’s Medical Advisory Board, and manufacturers that invest in products to provide warmth and comfort to the Raynaud’s community.
© 2024 Connect360 Multimedia
Related Posts
Case Study: Nationwide Television & Streaming TV PSA Campaign
Case Study: National English & Spanish Broadcast Campaign
