Lung Foundation Australia – Pulmonary Fibrosis Campaign

Supporting Australians living with Pulmonary Fibrosis (PF) and their loved ones to get a second wind in life
LFA Pulmonary Fibrosis digital campaign

The challenge

Building a digital campaign that reaches Aussies suffering from Pulmonary Fibrosis, a rare condition, and capture their details in LFA’s database to help them improve their quality of life with free, valuable resources from lung health experts.

 

The clever idea

A digital lead-generation campaign encompassing a mix of social ads (Meta) and Google Ads targeted at people living with PF as well as their loved ones. The objective was to build LFA’s database via high-quality, free gated content delivered in exchange of the audiences’ contact details. These evidence-based resources established credibility for LFA as a trusted voice, built a sense of belonging for the PF community and provided value to recipients.

The Google Search campaign captured people actively searching for PF-related terms and broader lung health concerns, while the social ads campaign targeted people who had previously visited the LFA website alongside lookalike audiences, similar to the existing PF patients LFA already supports.

The results

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345,400 people reached via social media, exceeding the 10k reach KPI by 3,354%

Digital Circle

8,770 views of the resources page, exceeding the 1k page views KPI by 777%

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21,230 Google Search ad impressions from users actively searching for answers to their health concerns

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164 resource pack download forms filled, 720% above the 20 form fills KPI

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A Google click-through-rate (CTR) of more than 9% far exceeding industry average, highlighting the relevance of the chosen keywords​

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Outstanding engagement actions with the social ads achieving 799 post reactions, 57 post shares and 106 post saves demonstrating high-value audience behaviour

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