Content re-purposing and re-targeting

Macneil & Co. leveraged its extensive catalogue of technical NDIS-related articles, strategically curated for Leap in! over several years, along with Facebook pixel data, to enhance brand trust, loyalty, social engagement and generate new leads. The strategy involved repackaging content as lead magnets and targeting custom and lookalike audiences on social media.

The results are impressive!

Campaign metrics

The NDIS Essentials campaign has had a significant impact on increasing brand awareness and new leads.

During the campaign period, the following results were achieved:

1060

NEW LEADS

131,767

POST ENGAGEMENTS

How did we do it?

The situation.

Leap in! is a leading NDIS plan manager and registered charity operating in the disability sector. The Macneil & Co. team had already compiled an extensive catalogue of highly researched and technical articles on the NDIS. Over time, this content strategy has resulted in increased visitation to the website, complemented by the installation of a Facebook pixel to capture visitor data. Subsequently, Macneil & Co. devised and implemented a new Facebook advertising campaign targeted towards individuals new to the NDIS. The objective of this campaign was to retarget this audience and capture their contact details.

The goals.

To increase:

  • Brand trust and loyalty

  • Social engagement and page likes

  • Increase website traffic

  • New leads

The strategy.

  • Extend on previous successful paid social campaigns.

  • Create a new lead generation opportunity by packaging existing content as a free download (lead magnet).  

  • Capitalise on data and insights gathered by the Facebook pixel to serve ads to social audiences who had already visited the website (a custom audience) and people on social who shared key demographics and interests (a lookalike audience).  

To meet the goals of the client a variety of tactics were employed.

  1. A ‘lead magnet’ was created called The Essential NDIS Guide: An introduction to NDIS basics.

  2. To receive the lead magnets, users provided their contact info via a ‘lead generation form’ within Facebook.

  3. A short 15 second video ad was created to convey the message through visual storytelling and obtain higher organic reach.

  4. Users were then emailed a copy of the lead magnet and subscribed to regular eNews updates.

Notable outcomes.

  • The campaign was run over a 6 week period and was seen by over 480,000 Australians, received 11,300 link clicks at a low cost of $0.40 per link click and a click through rate (CTR) of 4.53% sitting well above the industry standard of 0.9%.