Agency partnership · Alpha Media
Statewide public health awareness campaign
Through my white-label partnership with Alpha Media, I ran paid social, organic social and display for a statewide COVID-19 awareness campaign in 2020. The goal was to reach Black residents in every major market in the state, with a focus on adults ages 18 to 34.
The challenge
Public health guidance changed week to week in spring 2020. The campaign needed to put clear, trusted messages about masks, social distancing, handwashing and reopening in front of an audience that traditional outreach often missed, and keep those messages current as guidance changed.
The campaign ran from April to September 2020, with a second flight in August and September when case counts rose again.
The approach
- Messengers people trust. A library of 38 PSA videos featured local coaches, doctors, faith leaders, musicians and public officials, paired with display ads in 11 sizes.
- Audiences built by region. Sixteen audience segments split men and women ages 18 to 34 by region, and household-level geofencing targeted residents based on how often they left home.
- Custom audiences. On Yahoo, custom audiences reached people who engage with more than 50 Black-owned media outlets, HBCUs, Black Greek-letter organizations and community websites.
- Every channel the audience used. Meta Ads, Snapchat, X, Pinterest, LinkedIn, YouTube, Google display, programmatic display and video, Spotify and Pandora.
- Fast changes when plans shifted. When a display platform shut down midcampaign, the plan moved to Pinterest, Snapchat and Pandora within the same flight. LinkedIn was added after early results showed strong engagement there.
- Organic support. Every video went up on YouTube so the full library stayed available, and the campaign's Facebook, Instagram and X accounts carried daily content.
Results by channel
| Channel | Impressions | Clicks or key result |
|---|---|---|
| Paid social | ||
| Meta Ads (Facebook and Instagram) | 5,567,683 | 38,747 clicks |
| Snapchat | 4,825,146 | 249,421 reach |
| X (formerly Twitter) | 2,982,942 | 19,134 clicks |
| 831,284 | 1,470 clicks | |
| 111,646 | 2,310 clicks | |
| Display, video and audio | ||
| Programmatic display and video, phase 2 | 5,432,833 | 7,560 clicks |
| Programmatic display and video, phase 1 | 3,272,144 | 5,401 clicks |
| Google display | 3,059,662 | 5,100 clicks |
| Spotify | 2,369,605 | 4,182 clicks |
| YouTube | 1,917,256 | 3,661 clicks |
| Pandora | 555,774 | 97.79% listen-through |
| Yahoo | 143,860 | 507 clicks |
| Organic | ||
| 11,377,705 | 774 fans | |
| X (formerly Twitter) | 139,258 | 161 followers |
| 9,024 | 120 followers | |
| YouTube | 1,560 | 776,697 channel views |
| Total | 42,597,382 | 88,072 ad clicks |
Phase 2 programmatic display and video also posted a 57.93% video completion rate. Paid and organic impressions are counted once each.
Working with Oneisha has been a true partnership. She delivers polished, strategic work on tight timelines, and our clients never feel a seam between her work and ours.
Agency partnership · Alpha Media
Faith-based health outreach on organic social
As a companion to the statewide campaign, I launched and managed organic social for a grassroots health initiative built for churches and faith communities. It ran with no paid media, growing on content, partnerships and community events alone.
The challenge
The initiative encouraged healthy habits, from eating well to staying active, as part of protecting church families during the pandemic. It started with three brand-new social accounts, no following and no advertising.
New organic accounts usually take months to build traffic. This one had to find its audience quickly and earn engagement on its own.
The approach
- A head start from the statewide campaign. The new accounts followed and engaged with the most active followers of the statewide campaign, giving the initiative a warm audience on day one.
- A steady content calendar. Instagram carried 363 posts, about two a day, covering health tips, encouragement and event promotion.
- A healthy-living partnership. A faith-based healthy-eating partner joined for live social content on nutrition and new exercise routines. Followers on Instagram and X jumped within days of the launch.
- Events and town halls. Community events and Zoom town hall discussions gave followers a reason to come back and share.
- Posting by the data. Facebook insights showed engagement peaking on Thursdays and at 8 p.m., which guided when the biggest posts went out.
Results by channel
| Channel | Impressions | Engagement | Audience |
|---|---|---|---|
| 39,062 | 3,246 post engagements | 362 fans | |
| X (formerly Twitter) | 20,700 | 68 post engagements | 39 followers |
| 11,229 | 363 posts | 151 followers | |
| Total | 70,991 | 3,314 post engagements | 552 |
Who engaged
Women made up 76.3% of Facebook fans and 83.4% of people who engaged. Women ages 35 to 44 were the most active group, at 29% of engaged users.
Where it landed
Engagement was strongest in Lafayette, with 1,483 engaged users, followed by Alexandria at 1,082 and Baton Rouge at 576. Houma, New Orleans and Shreveport rounded out the top markets.