Every adult with CHD was once a child with CHD. The Adult Congenital Heart Association seeks to promote education, advocacy, and research for those affected by Congenital Heart Disease.
To increase awareness of Congenital Heart Disease during Heart Month, ACHA engaged New York-based social media agency, Socialfly, to implement a paid engagement and lead generation campaign.
ACHA wanted to highlight their upcoming campaign, #1in100, which emphasized the statistic that nearly 1 in 100 babies are born with a heart defect in the United States annually. As these children grow into adults, many don't understand the need for ongoing care. Additionally, many of the adults affected simply do not realize they still have a Congenital Heart Defect until it impacts them later in life.
Though the main goal of the limited-time campaign was to amplify social media messaging, ACHA was very interested in engaging with individuals living with a defect, or potentially Lost-to-Care from CHD.
Socialfly built a campaign strategy for #1in100 using both the Facebook and Instagram social media platforms. Given the campaign budget was limited, Socialfly focused on creating assets and content that were share-worthy, while also incorporating an educational element.
The team leveraged Facebook's trending profile image filters by offering custom #1in100 designs for those who wanted to provide support for the cause on their Facebook page. The filters varied from "I Am #1in100", to "My Loved One is #1in100", among many other options.
Within content strategy, Socialfly aimed to amplify the messaging of the brand by sharing personal, heartfelt dialogue about CHD to the current and target community. To do so, they worked closely with ACHA to connect with several ACHA ambassadors willing to share their CHD experience. These ambassador highlights morphed into a long-standing staple of the campaign, with 1-2 posts going live per week. With a focus on shareable content, Socialfly also created numerous infographics and statistical graphics to set live on the platform for educational purposes.
With an interest in increasing community registrations for those affected with CHD, Socialfly set sights on Facebook's video traffic advertisements. The creative team at the agency, Socialfly Studios, licensed footage, scripted, and edited a short video in-house that would drive to an email landing page.
Upon launching ACHA's Instagram, Socialfly employed community growth tactics and social listening to quickly grow the account and increase post engagement. Within the first two months of implementing the Instagram strategy, posts had an average of 80 engagements, with a total of over 2,000 engagements throughout the campaign.
ACHA saw a surge in engagement on post content via Facebook, totaling in an organic and paid reach of over 550,000 individuals across 25 posts. The organization saw over 16,000 reactions, 1,500 comments, and 4,500 shares on the content Socialfly created.
With a spend of $3,500 via video traffic and post engagement ads, ACHA saw over 4,500 unique link clicks to their website – which generated over 100 new member registrations throughout the campaign.