Research has shown that Black women have the highest mortality rate for all cancers combined compared with any other racial and ethnic group. While the incidence of breast cancer is about the same for Black and White women, the breast cancer death rate is 40% higher in Black women versus White women. This jarring fact is what pushed Genius™ 3D MAMMOGRAPHY™’s Power of Sure campaign. To focus the attention on supporting solutions that address the systemic racism and unconscious bias that prevent Black and Brown women in the U.S. from receiving the high-quality and culturally competent health care they deserve. Together, we aimed to influence Black women to get annual mammograms in low compliance geographies based on census data by raising awareness of the importance of Digital breast tomosynthesis/ Genius 3d® Mammography in early detection and positive outcomes among all women. We highlighted breast cancer risks and statistics specific to Black women and encouraged an increase in the number of mammograms by empowering them with the information they need to take action, such as a facility finder that sends them their closest 3D locations.
References:
Results from Friedewald, SM, et al. "Breast cancer screening using tomosynthesis in combination with digital mammography."
U.S. Department of Health and Human Services Office of Minority Health, “Cancer and African Americans.”
CDC, Breast Cancer Rates Among Black Women and White Women
American Cancer Society Breast Cancer Facts & Figures 2019-2020
We used a geographic-based campaign to maximize reach in the area with low compliance by Black women per census data and high machine capacity per proprietary data. Messaging was then developed with the support of a consumer survey and creative pre-testing to help strengthen the campaign and resonate with the target audience.
Historically, Facebook users have been very responsive to Genius 3D messaging, so this platform was a major component of the Power of Sure campaign strategy. FB/IG was used as the primary tactic, amplified by programmatic display and video with behavioral and contextual targeting.
Our target audience was Black US women 40+ (+ support of Axciom) with retargeting and lookalikes. Utilizing larger, broader audience targeting like “Black Women 40+ FB Interests” allowed for easy scaling, accounting for 39% of spend and 52% of all impressions delivered.
The campaign also included hyper-targeting, with niche audiences such as website retargeting. This group was extremely engaged, with the CTRs 2.3x higher than any other target.
Power of Sure social ads were originally tested prior to the national launch in a small-scale campaign in order to collect learnings to use for larger-scale optimizations. This also allowed for creative feedback. After adjusting our plan, we were able to decrease our cost per email submission by more than 50%.
Both copy and visuals were thoughtfully created to reach the target demographic. Results from a consumer survey and creative pre-testing helped determine the campaign messaging and visuals that would successfully resonate with the audience. Tone and delivery were warm and confident and included first-person storytelling grounded in facts, avoiding scare tactics. Community and family proved to be important elements for Black women. For instance, the verbatim #1 reason for compliance includes, “So I can continue to enjoy my kids and grandkids.” This then influenced the creative shown, including partnerships with real women, who told their real stories, including multiple generations of Black women.
The campaign had 6.4 Million total impressions across all campaign platforms. Facebook & Instagram had a unique reach of 847K for Black women 40+ in the US in a period of 2 months (about 30% of our potential audience on Facebook and 35% of US potential population per Census data).
From the norm power lift study, the standard ad recall was + 22.9 Pts*, whereas the vertical norm is only +5.9 pts and regional norm: +8.1 Pts. (288% above the vertical norm). The standard brand awareness was +8.0 Pts*, significantly higher than the vertical norm of +2.1 Pts and regional norm of +4.3 Pts (280% above the vertical norm).
The Facebook conversion lift study also confirmed the effectiveness of the campaign with a 99.9% lift probability with this campaign. (According to Facebook, typical results are closer to 20%.).
Throughout September and October, almost 20k website sessions were driven to the bwhigenius3d.com website through FB/IG and programmatic ads. Sessions from Facebook stayed on site an average of 36 seconds. Of the website sessions generated from Facebook/Instagram ads, around 1 in 5 sessions lead to a facility finder submission.
3,169 Women provided their email to find their nearest facility through BWHIGenius3d.com. The campaign was able to drive almost 3k facility finder submissions, at a cost 56% lower cost than the original creative test.
Programmatic video resulted in a 69% view-through rate, significantly higher than the 15% benchmark. Facebook & Instagram also saw very high engagements of almost 15K total reactions, comments, shares.
