Case Study: Non-Profit Video Exceeds Social Engagement Goals by 200%

How AADE used their explainer video to significantly extend their reach

American Association of Diabetes Educators, or AADE, was seeking to create an animated video for National Diabetes Education Week to help raise awareness about the critical role diabetes educators play in helping diabetes patients learn about diabetes and how to self-manage the disease. The main call to action of the video was predominantly to drive visitors from social media to a landing page on their website to learn more. During National Diabetes Education Week, AADE saw a 200% increase in social media engagement over their original goals and a 20% increase in website traffic over the previous year directly attributable to the fresh video content they were using to spread their message.

Here is the video we produced and the detailed results follow:
 

 

 

AADE Animatic Screenshot

AADE Animatic Screenshot

About AADE

The American Association of Diabetes Educators, or AADE, is an organization for healthcare professionals who specialize in teaching patients about diabetes and how to self-manage the disease.

AADE represents and supports diabetes educators by providing members with the resources to stay abreast of the current research, methods and trends in the field and by offering opportunities to network and collaborate with other healthcare professionals.

AADE’s Goals

Diabetes educators offer a service to people with diabetes that has proven positive outcomes, but unfortunately is highly underutilized. Part of this is a lack of awareness and understanding as to what diabetes educators do and how to get referred to one. The goal of this video was to raise awareness about diabetes educators during National Diabetes Education Week in a fun and creative way while providing concrete steps that people with diabetes and their caregivers can take to get a referral. AADE’s objectives were to engage with people who have diabetes on social media and drive visits to a landing page hosting the video as well as other diabetes education resources celebrating National Diabetes Education Week. AADE’s original goals were to engage with 100 people on Facebook about diabetes education and to drive 500 unique page views to the video’s landing page on their website.

Why did AADE choose to work with Adelie Studios?

AADE were recommended to Adelie Studios by a vendor and were really impressed with the creativity, professionalism and overall put-together look of the videos.

Adelie Studios Strategic Plan for AADE

Our main objectives while writing the AADE script, was to ensure that the benefits of a diabetes educator were easy for the viewer to understand and the call-to-action was clear. Being newly diagnosed with diabetes is overwhelming, so we wanted to be sure the tone was conversational and friendly, as though it was a friend speaking to another friend.

We intentionally scripted the video to keep it short and entertaining so it was more likely to be shared or watched again.

For the visual aesthetic, AADE had some existing illustrative styles they had used on social media and content to download. So we designed the characters and backgrounds to have a familiarity to all of the existing AADE assets so the video would slide in seamlessly with the rest of their social media marketing and online branding.

Did the video meet AADE’s goals and objectives?

The “Award of Excellence” won by the video from the Public Relations Society of America

The “Award of Excellence” won by the video from the Public Relations Society of America

AADE’s original objectives were to engage with 100 people on Facebook about diabetes education and the referral process. They were actually able to engage with 200% more with over 300 people interacting on Facebook and that number continues to grow.

AADE hoped to drive 500 unique page views to their National Diabetes Education Week landing page featuring the video, but exceeded that goal by 100%, actually receiving close to 1,000 unique page views that week. The AADE website received a total of 133,547 views during the month, a 20% increase over traffic during the same period the previous year.

During National Diabetes Education Week, the video was viewed 1,488 times on YouTube and reached more than 40,000 people on Facebook. Reader’s Digest also shared the video on its Facebook page as part of its coverage of National Diabetes Education Week in November. The video also won the “Award of Excellence” from the Public Relations Society of America for the video.

This was the first video AADE posted on its website, and it has contributed significantly as a piece of ‘evergreen’ content to better search ranking, as a tool to explain what a diabetes educator is and how someone can be referred to one.

This was the first video AADE posted on its website, and it has contributed significantly as a piece of ‘evergreen’ content to better search ranking, as a tool to explain what a diabetes educator is and how someone can be referred to one.

“We were recommended to Adelie Studios by a vendor and could not be happier with the product and experience. Eric and his team were with us the entire way, from creating the content to voice selection and video production. They provided their personal insights from years of experience but were also flexible with meeting our specific needs. Everything was finished on time and on budget for a product that really had an impact on expanding our message and engaging with audiences. We would highly recommend working with Adelie Studios and plan on using them for all of our video needs in the future.”

Matt Eaton

Marketing and Communications Manager, American Association of Diabetes Educators

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