Creative Director and
Brand Strategist
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UNFPA (United Nations Populations Fund)
Type of project
Campaign; Paid Media; Paid Traffic; Ads
Date
2021
Results
Reach of over 265,000 people on Twitter
Reach of over 1,000,000 people on Instagram (1,922,258)
Engagement rate over 50%
Over 1,000,000 video views
Average cost per result of R$0.08
Challenge
The UNFPA page hadn't run any ads in at least three years, meaning that campaign efforts were also impacting the page's overall performance beyond the campaign content. The challenge here was to give the campaign due prominence while also balancing it with the goals of promoting the page on its main channel, Instagram. The main metrics observed were reach and engagement.
Role
Manage schedules, budgets, and ad targeting, as well as collaborate on strategy by providing performance insights and optimization suggestions, as well as activating, monitoring, and reporting on campaign performance.
The ENLACE - For a Suitable Birth campaign was a UNFPA initiative sponsored by the Johnson & Johnson Foundation.
The campaign's objective was to give visibility and recognition to obstetric nurses and midwives through information and mobilization, promoting reflection on obstetric care in Brazil, focusing on positive birth experiences and the contributions of these professionals to this process.
The work was carried out in partnership with the agency Vidya Comunicação e Engajamento, which handled the account.
What was done
The adopted strategy was based on three main efforts:
1) Targeting the campaign's target audience: We focused on targeting healthcare professionals in general and also those interested in birthing professionals, aiming to reach them. Conversely, we targeted the general population, including people interested in aspects such as maternal care, pregnancy, childbirth, and parenting, among other segments.
2) Strategic budget allocation: The campaign featured a variety of publication formats (photos, text, and videos) and different distribution channels (Instagram and Twitter). To achieve better ad results, specific channels and formats were prioritized to maximize content distribution and reach a relevant number of people.
3) Real-time optimizations: Throughout the campaign's implementation, optimizations were made to the audience, airtime, campaign objectives, budget, and other aspects to achieve the objectives.
