Nonprofit Organization
Born This Way Foundation
Generating more accounts created by leveraging account simplification and measurement best practices
Born This Way Foundation is a mental health nonprofit that empowers and inspires young people to build a kinder, braver world that supports their mental health and wellbeing. In partnership with Jack.org, they launched a flagship online mental health course - the Be There Certificate. The course helps young people learn how to safely support their own and peers’ mental health through an actionable framework. Their campaign aimed to raise awareness of the course among young people on Facebook and Instagram in order to increase the number of accounts created to get certified.
Challenge
Born This Way Foundation's goal was to increase awareness of and participation in the Be There Certificate course in order to help more young people learn to support their own and their peers' mental health. Given the Be There Certificate is newer to the Australian audience, the nonprofit needed to confirm that people were learning about the free online mental health course so they could create an account and enroll.
Solution
To drive new accounts created, Born This Way Foundation leveraged foundational best practices for advertising on Meta (known as Performance 5). They started by simplifying four campaigns into one broad traffic campaign, paired with a lead generation campaign.
They implemented creative best practices by diversifying formats and creating both 9:16 and 1:1 ads that emphasized static and video formats. Additionally, the nonprofit adopted a holistic approach to measuring the campaign by including a Brand Lift study and Conversion Lift study on the month-long campaign in order to understand how the new approach improved performance.
Results
Born This Way Foundation reached over 2.1 million Australians through their campaign in June 2024. By including the Brand Lift and Conversion Lift studies, Born This Way Foundation was able to measure the impact on brand sentiment and accounts created that were a direct result of the campaign.
The Be There Certificate ads drove a 10.2% lift in campaign awareness, which was over 3x the observed baseline awareness of the certificate. The Conversion Lift study also demonstrated a 99.9% statistically significant lift, with exposure to ads driving incremental accounts created.
Learnings
- Simplify account structures: By simplifying from multiple campaigns into one traffic campaign and one lead generation campaign, Born This Way Foundation consolidated their budget to drive improved machine learning and more effective delivery. Their team was also able to prioritize spending time on other efforts, such as localizing language in the ad creative, instead of building additional campaigns.
- Leverage both Brand and Conversion lift testing: Born This Way Foundation prioritizes being data-driven in their marketing approach. By using both Brand and Conversion Lift Studies, they effectively measured the impact of their campaigns throughout the full marketing funnel for their audience through their simplified campaign set-up.
