Adaptly Joins Team Gleason to Raise Awareness for ALS
In 2011, New Orleans Saints defensive back Steve Gleason was diagnosed with Amyotrophic Lateral Sclerosis (ALS) and given two to five years to live. A few weeks later, he and his wife discovered that she was pregnant with their first child. What started out as a video blog for his unborn son evolved into the emotional documentary Gleason, which chronicles Steve’s journey with ALS and his entry into fatherhood.
A few members of the Adaptly team attended the Gleason premiere in New York and were moved by the story. Steve’s bravery and love for his family inspired the team to help spread the word about the movie and ultimately ALS.
Commonly known as Lou Gehrig’s disease, ALS is a rare, progressive neurodegenerative disease that affects the nerve cells in the brain and spinal cord, eventually causing a loss of voluntary movement and muscle control. Despite the severity of his diagnosis, Steve’s optimism and charisma never falters, making for a truly moving movie experience.
After the premiere, we felt strongly about making any contribution we could to Steve’s narrative and decided to run a pro bono Facebook video campaign for Gleason to raise awareness about the film and inspire people to see the movie in theaters. The campaign ran over two days around the film’s opening night in theaters.
Facebook was identified as the best platform to run the video ad on because of its extensive user base and precise targeting capabilities. Adaptly targeted interest categories on Facebook that were most relevant to the documentary and served a 30-second clip of the trailer to our audience. We were able to optimize towards top-performing targeting to drive efficiencies, which allowed us to generate maximum video views at the lowest possible cost. The trailer clip was served with copy that highlighted the essence of the documentary and included a ‘Book Now’ call-to-action (CTA) button that redirected users right to the ticketing page to buy seats for opening night.
We were happy to report to the Gleason team that over the course of the brief campaign, the trailer reached over 191,000 people and was viewed over 55,800 times. Out of nearly 3,000 total clicks, more than a quarter were on the ‘Book Now’ CTA that linked to the ticketing site. The turnout on opening night exceeded expectations, as hundreds of New Yorkers came out to experience Steve’s inspiring story. We at Adaptly feel fortunate to have been able to help the Gleason team pursue their goals and raise awareness for ALS.
For more information about the Facebook campaign, download the Gleason success story.