Bedsider is a program of The National Campaign to Prevent Teen and Unplanned Pregnancy. Its goal is simple: To help women 18-29 years old learn about their birth control options, better manage their birth control, and, in the process, avoid getting pregnant until they're ready.
Bedsider's social media activity is a cornerstone of its marketing plan. With a limited budget, social media allows Bedsider to efficiently and effectively meet its target audience where they are and introduce them to the brand and its messaging in an authentic way.
Valentine's Day naturally lends itself to creative concepts and conversations about love, relationships, and birth control. This year Bedsider decided to capitalize on the holiday with its "Make Some Love" video campaign which included short video vignettes of homemade Valentine's Day crafts. The videos were supported by static link post ads and carousel ads.
The goal of "Make Some Love" was to increase brand awareness and engagement with the Bedsider brand amongst 18-29 year olds. The campaign's primary objective was to drive engagement across Bedsider's social channels, including post comments, post likes, post shares, link clicks, video views and photo views.
On Facebook, we ran three video ads from February 1-14, 2016 -- bunnies, heart box, and flowers -- that illustrated how to make sexy, Valentine-themed origami. We also ran corresponding Facebook link post ads and carousel ads. The ads were also run in similar format on Instagram and Pinterest.
We delivered 46.4 million impressions, with over 38 million impressions on Facebook and a reach of over 10 million.
The campaign optimized towards video views and included a page post engagement campaign with video and image ads.
We measured success in terms of total engagements, cost per engagement, and engagement rate (see below.
The results show that we sucessfully met our goals and objectives.
In addition, the campaign performed equally well across racial and ethnic groups with an 18% engagement rate for African Americans, 20% for Hispanic Americans, 21% for Asian Americans and 22% for Caucasian Americans.
