{"id":4792,"date":"2018-07-23T09:47:00","date_gmt":"2018-07-23T09:47:00","guid":{"rendered":"https:\/\/staging.elixirrdigital.com\/us\/?post_type=case_study&p=4792"},"modified":"2026-03-16T10:52:03","modified_gmt":"2026-03-16T10:52:03","slug":"institute-of-directors","status":"publish","type":"case_study","link":"https:\/\/staging.elixirrdigital.com\/us\/case-studies\/institute-of-directors\/","title":{"rendered":"Generating 683 leads for the Institute of Directors through social media"},"content":{"rendered":"\n
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\n Back to Case Studies<\/a> <\/div>\n

\n Case Study<\/p>

\n Institute of Directors<\/h1> <\/div>\n
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A targeted and engaging social ad campaign to boost lead generation and enhance user experience.<\/p>\n <\/div>\n <\/div>\n<\/div>\n <\/div>\n <\/section>\n\n\n \n

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\n About the brand<\/h2> <\/div>\n
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The Institute of Directors (IoD) is a professional institute where directors, entrepreneurs and other managerial professionals can grow and enhance their business through exclusive networking, events and professional development.<\/p>\n

When collaborative work between the IoD and Elixirr Digital began, we wanted to test a social media lead generation campaign with the IoD \u2013 the aim being to generate leads through soft conversion sign up forms that would appear on Facebook news feeds.<\/p>\n

We also endeavored to ensure a positive user experience, with a concise and easily accessible user journey that didn\u2019t take up too much time \u2013 this would ultimately increase the likelihood of engagement.<\/p>\n

Facebook Advertising for Lead Generation<\/h2>\n

We used Facebook targeting to put our IoD Facebook Ad in front of specific people (i.e. directors and business owners) for engaging and relevant visibility when these people scrolled through their Facebook news feed.<\/p>\n

Once the Ad was clicked, a form would pop up within the Facebook platform \u2013 pre-populated with the user\u2019s name, email and phone number \u2013 with the choice to modify their details if necessary. The user doesn\u2019t leave Facebook throughout this whole process meaning that we are shortening the lead generation journey for the user.<\/p>\n

To register interest in signing up for a membership, all the user had to do was press the \u2018submit\u2019 button to give their details and agree to be contacted by the IoD.
\nOnce a day\u2019s worth of leads had been collected, we provided the GDPR compliant data of every lead to the IoD, so that their sales team could contact prospective members and provide more details about the types of membership available.<\/p>\n

The disclaimer within the Facebook Ad was included on our recommendation to allow the IoD to contact future prospects that submitted interest, but did not immediately sign-up for a membership. This would allow for communication further down the line by way of marketing news, events and promotions regarding the IoD\u2019s memberships.
\nWe designed four different Facebook Ad creatives for four different Ads and consulted with the IoD regarding the Ad copy before going live. Once everything was ready, we launched the campaign in June 2017.<\/p>\n

Lead Generation Results<\/h2>\n

The campaign\u2019s performance was well received, and even since the start of this year, the increase in activity has proven lucrative.<\/p>\n

Owing to its early success, this type of advertising evolved through tried and tested social media methods and became a regular, planned activity for the IoD.<\/p>\n

From January 2018 \u2013 May 2018, we saw a significant number of leads generated since implementing the IoD\u2019s social campaign:<\/p>\n