About the Client
SAVE BABIES Social Media Case Study
SaveBabies is a compassionate initiative dedicated to collecting breast milk from generous mothers and distributing it to newborns in Neonatal Intensive Care Units (NICU). Their mission is to bridge the gap between over-lactating mothers and critically ill newborns in dire need of breast milk, ensuring every baby gets a fair start at life.
Their operations rely heavily on finding willing breast milk donors—a task that demands not just volume, but quality leads who are both eligible and emotionally invested in this noble cause.
Challenges
Before we partnered with SaveBabies, their Meta Ads campaigns were generating a good number of leads. However, the quality of leads was a major concern:
- High volume, low relevance: Leads were not aligning with the donor profile.
- Conversion Rate: A poor 4% conversion rate indicated a disconnect between the campaign targeting and the actual donor persona.
- Fake/Invalid Leads: Many entries lacked authenticity, wasting both time and resources for the SaveBabies team.
Our Approach
1. Lead Form Optimization
- Redesigned lead forms with specific qualifying questions to pre-filter unfit leads.
- Included behavior-based and intent-based questions to assess genuine interest.
2. Refining Target Audience
Shifted from generic targeting of 'mothers with children' to a laser-focused audience:
- Mothers of children aged 3-5 years, who often experience over-lactation.
- Behavioral targeting of mothers active in social causes or community welfare groups.
3. Creative Strategy
Designed emotive and relatable creatives, including videos and carousel ads featuring:
- Real donor stories
- Impact visuals showing NICU babies benefitting from donor milk
- Communicated the emotional and social value of breast milk donation
4. Audience Testing & Segmentation
- Ran multiple A/B tests with different interests and demographic combinations.
- Discovered a 'winning audience' that consistently delivered quality leads, even though the volume was slightly lower.
The Results
- Total Leads Generated: 1,465+
- Average CPL: ₹60
- Average Conversion Rate: 9–10%
Key Learnings
- Audience Quality > Quantity: Refining the audience reduced total leads slightly but improved conversion significantly.
- Intent-Based Targeting Works: Using interests, behavior, and psychographic factors led us to more meaningful connections.
- Continuous Testing Pays Off: Iterating creatives, questions, and targeting every 10-15 days helped us find winning combinations faster.
Client Feedback
"We were initially overwhelmed with junk leads. But now, we’re seeing genuine mothers reaching out with the intention to donate. This campaign has helped us scale our efforts and save more lives in NICUs. The quality of leads has been a game-changer." — Team SaveBabies
Conclusion
By aligning strategy with empathy, behavior analytics, and purposeful targeting, we helped SaveBabies scale their breast milk donor outreach. Not only did we improve the conversion rate, but we also built a community of engaged, informed, and passionate mothers who are now part of a life-saving mission.
The Results
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