An NGO Meets Performance Through Purpose on X

Background

Fundación @unoentrecienmil is a Spanish NGO dedicated to curing childhood leukemia, a disease that affects 350 children each year in Spain. Founded in 2012, the foundation has built a strong reputation for transparency, impact, and innovation, funding cutting-edge research such as immunotherapy and launching programs like the “Accelerator,” which studies the role of exercise in recovery. Through initiatives like the campaign “Investigaciones Curación” the foundation mobilizes entire communities to support pediatric cancer research and bring hope to children and families.

Campaign Objective

With the “Investigaciones Curación,” @unoentrecienmil set out to generate new signatories for its mission to eradicate childhood leukemia.

Success was defined by two KPIs goals:

• Acquire more than 250 Leads
• Keep the cost per lead (CPL) under €2

The foundation expected to quickly reach new audiences interested in supporting the cause, while maintaining efficiency.

The Solution

@unoentrecienmil leveraged X Ads, optimizing towards Lead Generation. The strategy combined precise targeting with compelling creative:

• Targeting: Users in Spain on iOS and Android devices, aged 21+, across 27 handles and 49 carefully chosen keywords. Existing signatories were excluded to ensure a fresh pool of prospects.
• Creative: Summer-themed video and image ads designed to stand out in the timeline and resonate with audiences in Spain.
• Optimization: Real-time adjustments, including the budget increase, helped maximize momentum and results, while operational flexibility ensured seamless delivery.

Throughout the campaign, X and @unoentrecienmil collaborated closely, using Ads Manager and internal data as the source of truth to track performance and maintain transparency.

The Results

Confident in early results, Unoentrecienmil raised their daily budget by 82% mid-flight, an agile move that reflected both the urgency of the mission and the opportunity to scale impact. In just two weeks, the campaign exceeded all expectations:

• 559 qualified leads, 123% above target.
• €1.76 cost per lead, 12% below benchmark.
• 100% overachievement in lead volume, with leads acquired faster and more efficiently than on other platforms.

For Unoentrecienmil, the campaign demonstrated not only efficiency but also the ability to activate a sensitive cause safely and effectively on X. The performance offered a blueprint for future activations and gave the foundation confidence to scale its digital efforts further.