American Diabetes Association

American Diabetes Tour de Cure

Challenge: 

The American Diabetes Association’s (ADA) Tour de Cure – South Florida is a fundraising cycling event that welcomes everyone from the occasional rider to the experienced cyclist. ADA approached (add)ventures to expand awareness and increase event registrations that would help raise critical funds for diabetes research, education and advocacy.

Response: 

We developed and executed a digital marketing strategy that targeted corporate males, ages 35-60, with creative focused on a call to action to “register now.” Overall components included a media buy and the active management of the digital media campaign across multiple platforms.

Over the course of 12 days, we lowered CPM (cost per thousand) by 76 percent, increased the impressions by 310 percent and increased total registrations by 10 percent. 

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