Oklahoma State Department of Health Back-to-School Campaign
Our Mission: Inform Oklahoma parents and caregivers about immunization resources, how to obtain shot records and birth certificate copies, and how/where to schedule well-child exams
By the Numbers
137,595,237
IMPRESSIONS
222,135
UNIQUE WEBSITE VISITORS
13,023
CHECKLIST DOWNLOADS
5.8%
CONVERSION RATE
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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 August 18, 2024.
Actions include clicks to download the checklist, order a birth certificate, request a shot record and locate a county health department.
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.
Influencer: Local Mom of Two
Victoria Still
Victoria generated the most impressions, landing page visits and conversions of all influencers.
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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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