The Oklahoma Tobacco Settlement Endowment Trust (TSET) is a state grantmaking trust working to prevent cancer, heart disease and stroke, Oklahoma’s leading causes of preventable death. By awarding grants to schools, communities, state agencies and partner organizations, TSET works to improve the health of Oklahoma’s citizens. TSET invests in research and emerging opportunities, in the public and private sectors - addressing Oklahoma’s most pressing public health issues – and creating healthier places for all Oklahomans to live, work, learn and play.
Many Oklahomans currently benefit from TSET grant work and the goal of the Somewhere in Oklahoma campaign is to highlight a small fraction of the effects of TSET across the state. The County-Specific spin-off includes hyper-regional creative delivered directly to selected communities through digital tactics.
The objective of the County-specific campaign was to increase awareness of TSET’s funding and impact in specific counties across Oklahoma. We started with a list of 23 of Oklahoma’s 77 counties. We pulled specific numbers around grants awarded and Oklahoma Tobacco Helpline, a tobacco cessation program of TSET, registrations for each of the counties and used images unique to that county whenever possible.
To measure these objectives, we set the following KPIs:
This video-focused campaign ran across two flights from February 26 – March 31 and April 15 – May 19. The tactics included Over-the-Top video, programmatic video, TrueView video and social video in addition to programmatic digital display and social website click ads. Twenty-three counties were reached with creative unique to the work TSET is doing in that specific county.
Strategies:
To generate awareness and education of TSET’s impact across the state of Oklahoma, we focused our efforts on reaching our target audience in 23 counties with messaging specific to their individual county. 460 different assets were created and geo-targeted to our audience within each of the 23 target counties.
Tactics:
We utilized a variety of tactics to bring awareness and education to our target audience. Video ads ran across over-the-top, programmatic pre-roll, TrueView, and Meta worked to engage the audience with highly effective visuals of specific ways TSET impacted communities within the 23 different counties we were reaching. Each of these ads was optimized toward view rate. Static assets ran on Meta and programmatic digital display to generate website traffic and engage users.
The County-Specific campaign targeted audiences consisting of civically engaged Oklahomans ages 35+ with a college education and a household income of $55K+. The creative was unique to each of the selected 23 counties, highlighting numbers on grant amounts awarded and registrations to the Oklahoma Tobacco Helpline. This allowed the audience to get a true look at the impact of TSET in their community, which is directly tied to our objective for brand awareness.
