Oklahoma State Department of Health Back-to-School Campaign
Goal: Inform Oklahoma parents and caregivers about immunization requirements, how to obtain shot records and birth certificate copies, and how/where to schedule well-child exams
We targeted parents and caregivers of school-aged children, especially single mothers, Spanish speakers and people of a lower socioeconomic background.
Digital Advertising Tactics: Meta, Snapchat, Spotify, Google Paid Search, YouTube, CTV, Nextdoor, Pinterest, influencer relations, sponsored content
Traditional Advertising Tactics: Cable/broadcast, OOH, radio, print
We developed over 30 video variations, nearly 200 graphic variations and more than 80 copy variations for traditional and digital placements.
22,067 actions were taken on the landing page from June 10 to Aug. 18, 2024.
Sponsored content placements included banner ads, sponsored articles, emails, social media ads and on-air segments.
We partnered with 7 news stations, 3 family-oriented publications and 2 newspapers. Vendors reported over 17,000 engagements.
Olympics placements generated 2.4 million cable/broadcast impressions.
Additionally, almost every station provided Added Value placements. Partner stations estimate the value of these spots is between $8,000 – $15,000.
Influencer: Local Mom of Two
Victoria Still
Victoria generated the most impressions, landing page visits and conversions of all influencers.
Influencer: Former NFL Player & Dad of Three
Shamiel Gary
Shamiel generated the second highest impressions with content featuring his athletic pursuits.
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RADIO SPOTS
Most importantly, the campaign drove real-world action.
OSDH saw an uptick in people ordering birth certificate copies earlier in the summer compared with 2023, which was a major win in their book.
