briana michel: a case study on facebook lead ads

When Briana approached the Dawning Digital team, it was with a pretty novel request, and we couldn’t wait to give it a go. Amongst other things, Briana helps companies source willing participants for clinical trials, for which the participants receive cash payments. Briana wanted our help creating a series of ads to attract participants to some of her upcoming studies, which were to be published on social media. We encountered some obstacles along the way, but this is how we pulled off a largely successful campaign! 

THE BRIEF:
Briana asked us to create, set up, and run social media ads for two separate clinical trials, one for iron deficiency research and one studying hormonal sexual health, that generated leads and willing participants. These participants needed to fit specific age, health, and body criteria and live in Tampa Bay, Florida. They also needed to be available over particular dates and willing to share their medical details with professionals. 

THE OBSTACLES WE FACED:
We were not legally allowed to emphasize the benefits participants would receive in these ads. This meant no highlighting the potential pay or health benefits but rather making the process itself seem exciting and worthwhile. The Facebook Ads Manager also has strict rules about making benefit claims that aren’t precisely scientifically proven. This is a difficult hurdle when advertising a trial whose purpose is to establish a claim. We had to generate interest and promote an opportunity without overtly highlighting its benefits or making claims about its’ efficiency. This directly affected our campaign concept, design choices, and accompanying copy.