Case
Studies
Shield Us
- Facebook and Instagram organic campaign
- Facebook Ad campaigns
About the Client
Shield Us is a not-for-profit company that focuses on health and wellness through the vaccination against COVID-19 vaccination in Central Florida. Its efforts target underserved communities in Orange, Brevard, Osceola and Seminole counties.
Its priority is to protect communities first, through:
- Community outreach
- Useful information
- Reliable resources
- Vaccination options and data
About This Project
Customer need
The client had a need to market and document the Vaccine Reluctance Grant provided by HRSA. The goal is to inform underrepresented communities about the dangers of COVID-19, the positive aspects of vaccination and to influence people to get vaccinated. Strategic partner RMG
This is a campaign that is focused on help save lives by informing the people of Central Florida about COVID-19 and by informing the Central Florida population about COVID-19 and encouraging vaccination.
To accomplish this we must reach as many people as possible people, within our target audience, in three target audience, in three campaigns:
- C1: Hispanics: Men and women over 18 years of age.
- C2: African-Americans: Men and women over 18 years of age.
- C3: Caribbean: Men and women over 18 years of age.
All concentrated in the Central Florida Area
Campaign objectives
- Goal 1: Generate traffic to the websites for each language (English, Spanish and Creole). Reach 100,000 or more Reach on Facebook and 15,000 on Instagram.
- Goal 2: Generate 1,500 to 2,000 clicks overall on all three websites.
- Goal 3: Generate an Avg. Time spent on site of 1.5 minutes or more (This will increase brand awareness for users).
Results
The work carried out at the organic and Ads levels exceeded the established campaign objectives.
This is transferred to the fact that a significant percentage of the audience population reached the information about COVID-19 and vaccination.
Due to the type of model of the Shield Us organization, we cannot speak of a monetary gain after the development of the campaigns. Being a non-profit organization its function is to help and inform people. Based on this, the strategy for the campaigns was established.
Taking this into account, we can affirm that the results of the organic campaign and the Ad campaigns were very successful and contributed to inform a considerable percentage of the population about this important issue.
Organic Facebook
- Reach: 134,716
- Page and Profile Visits: 5,026
- Instagram Reach: 28,938
Facebook Ads
- Reach: 152,944, we exceeded the metric by 127.75%
- Impressions: 443,648
- Frequency: 3.84, we exceeded this time in all three campaigns, with an average of 3.84
- Link Clicks: 2,574, we exceeded the metric by 128.70%
- Unique Link Clicks: 2,284
- CPC (cost per link click): $1.86
Analytic Google
- Users : 2,667
- New Users: 2,642
- Sessions : 4,107
- Bounce Rate: 63.79%
- Pages / Session: 1.28
More About This Project
Our work focused on the marketing strategy and brand design and creation. This included the analysis of the target audience, how the message would be received, as well as the planning and management of the campaign on Facebook and Instagram, both for Ads and Organic.
For the execution of this project, we worked in collaboration with the agency RMG (Reality Marketing Group), which was in charge of the production of the audiovisual material, as well as the promotion on television, radio and face-to-face events.
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