Propellant Media was engaged to support the State Partnerships Improving Nutrition & Equity (SPINE) Program, a CDC initiative designed to promote equitable and sustainable food and nutrition security. The campaign focused on increasing awareness about infant and toddler nutrition among Black mothers and caregivers, directing them to state-specific landing pages featuring CDC-vetted nutrition guidelines.
Strategy & Execution:
To maximize impact across five state health agencies, we implemented a multi-channel, data-driven marketing approach, ensuring message alignment with state priorities while customizing outreach for each market.
- Media Planning & Implementation: Developed state-specific digital strategies that integrated programmatic display, social media, and addressable geofencing to reach Black mothers and caregivers.
- Addressable Geofencing & Website Retargeting: Used geo-targeted digital ads to reach mothers in their homes and when they visited pediatric clinics, daycare centers, and community health organizations.
- Facebook & Instagram Advertising: Created engaging social media ads featuring tested messaging such as “What to Feed Your Baby and When” and “Find Answers and Local Resources” to drive traffic to state landing pages.
- Programmatic Display & Video Ads: Deployed targeted digital ads across premium websites, ensuring high visibility for campaign messages.
- OTT & Connected TV (CTV) Advertising: Used Roku and StackAdapt platforms to serve video ads to audiences consuming streaming content.
- Customized Messaging by Region: Tailored the creative execution for each state, integrating local branding and community partnerships.
- Data-Driven Audience Optimization: Leveraged CDC-approved messaging, ensuring cultural relevance and credibility across all platforms.
Results & Campaign Impact:
The campaign successfully engaged Black mothers and caregivers, driving significant awareness and interaction across all five states.
- 12.2 million impressions served through Roku advertising, with a 0.32% average click-through rate (CTR) and a low $1.00 cost per click (CPC).
- Over 5 million impressions served through StackAdapt, achieving a 0.15% CTR.
- Facebook & Instagram ads generated 2.9 million impressions, driving 8,030 visits to state landing pages.
- Geofencing efforts reached over 4,700 households per state, ensuring high-frequency ad delivery to the most relevant audience.
- Engagement rates on programmatic video were 2x – 4x higher than industry benchmarks, demonstrating strong audience interest.
- Website retargeting successfully re-engaged users, leading to higher conversion rates from initial ad interactions.
By utilizing a strategic mix of geofencing, social media, programmatic video, and OTT advertising, Propellant Media helped the CDC and state health agencies effectively increase awareness and engagement among Black mothers and caregivers. The campaign’s hyper-targeted approach, data-driven optimizations, and regional adaptations ensured maximum impact and improved audience reach.
Propellant Media partnered with Children’s Healthcare of Atlanta to develop and execute a public health awareness and fundraising campaign aimed at increasing donations for sickle cell disease research. The campaign sought to engage the African American community, educate potential donors about the impact of sickle cell disease, and inspire contributions to support vital research and treatment efforts.
Strategy & Execution:
Our team implemented a data-driven, multi-channel digital marketing strategy to maximize reach, engagement, and conversion rates among the target audience.
- Market Research & Message Testing: Conducted extensive audience research and A/B testing to refine messaging and ensure cultural relevance in outreach efforts.
- YouTube Advertising: Developed compelling video ads featuring personal stories and impactful messaging, delivering them to highly targeted audiences based on demographics, interests, and behavioral data.
- Meta (Facebook & Instagram) Ads: Created engaging social media campaigns using carousel ads, testimonials, and donor success stories to drive emotional connections and increase conversions.
- Programmatic Display Advertising: Utilized advanced audience segmentation and geotargeting to place banner and video ads across premium websites frequented by the target demographic.
- Geofencing & Retargeting: Implemented geofencing around hospitals, community centers, and health clinics to capture potential donors, while site retargeting re-engaged previous visitors who had shown interest but had not yet donated.
- UDX Data Capture Technology: Deployed unique data capture tools to build a high-value donor outreach database for sustained engagement beyond the campaign.
- Community Relations & Event Marketing: Aligned digital efforts with community-driven initiatives, including health fairs and donor appreciation events, amplifying offline interactions with digital reinforcement.
Results & Impact:
The campaign delivered exceptional engagement and fundraising results, surpassing previous efforts in both donor acquisition and engagement metrics.
- 1,500% increase in the outreach database, significantly expanding the pool of potential long-term donors.
- 12% increase in total donors compared to the previous year’s campaign, demonstrating a clear uplift in fundraising efforts.
- Click-through rates (CTR) were 2x – 4x above the industry average, indicating strong message resonance and audience engagement.
- Enhanced donor retention and re-engagement, as retargeting efforts ensured sustained interactions with individuals who showed prior interest.
By leveraging a strategic mix of digital channels, community engagement, and data-driven By leveraging a strategic mix of digital channels, community engagement, and data-driven optimization, Propellant Media successfully elevated awareness, engagement, and donor participation for CHOA’s sickle cell research initiatives. This campaign highlights the power of targeted storytelling, advanced audience segmentation, and multi-channel execution in driving impactful public health fundraising efforts.
Propellant Media was engaged by CBG Strategies, LLC to support the Alabama Department of Public Health in increasing COVID-19 vaccination rates among African-American communities statewide. The campaign aimed to address vaccine hesitancy, misinformation, and access barriers by delivering tailored messaging that resonated with different regions and demographics within the state.
Strategy & Execution:
Given the complexity of the campaign, we designed a highly targeted, region-specific approach using multiple digital channels, leveraging community influencers, medical experts, and trusted local voices to increase credibility and engagement.
- Media Planning & Implementation: Developed a comprehensive advertising strategy tailored to four different regions and three major metro areas in Alabama, ensuring localized messaging and precise audience targeting.
- Advisory on Content & Landing Page Development: Provided strategic guidance on ad creative, messaging, and the campaign’s landing page experience to ensure clarity, accessibility, and persuasive calls to action.
- YouTube Video Advertising: Deployed a series of video ads featuring local medical professionals, faith leaders, and community influencers, addressing concerns and encouraging vaccinations through personal storytelling.
- Digital Display & Video Advertising: Utilized programmatic display and video ads to reach key audiences with educational content about vaccine safety, effectiveness, and availability.
- OTT & Connected TV (CTV): Delivered long-form video messaging through streaming platforms like Hulu, Roku, and Amazon Fire TV, ensuring engagement with audiences less active on traditional social media.
- Addressable Geofencing Technology: Implemented highly targeted geofencing campaigns, reaching over 300,000 African-American residents by serving ads to their mobile devices based on home and community locations.
- Localized Messaging by Region: Each metro area and region received a customized combination of advertising, integrating local influencers, trusted medical professionals, and regional celebrities to increase credibility and cultural relevance.
Results & Impact:
This multi-layered, data-driven approach allowed for deep penetration into Alabama’s African-American communities, delivering high engagement and measurable impact on vaccine awareness and adoption.
- 300,000+ Alabama African-American residents targeted with hyper-relevant messaging via addressable geofencing.
- Localized influencer strategy ensured that each metro and region received tailored messaging from trusted community figures.
- Increased engagement across digital platforms, with high interaction rates on YouTube, display, and OTT/CTV placements.
- Community-driven messaging strengthened credibility, addressing vaccine hesitancy through faith leaders, doctors, and local advocates.
By leveraging a regionally customized, multi-channel advertising strategy, Propellant Media helped drive COVID-19 vaccination awareness and education among Alabama’s African-American communities. This campaign underscores the power of localized digital outreach, influencer engagement, and advanced geotargeting in addressing public health challenges.
Captivating the modern digital audience requires more than just clever copy and static images. In a world where attention spans are shrinking, and competition is fiercer than ever, the power of video marketing has risen to the forefront of successful…
