To raise awareness of the benefits of breastfeeding and the state-sponsored breastfeeding support programs.
The challenge was to reach users of expectant and new mothers, concentrating on minorities that included African American and Hispanic, who were already enrolled in The Special Supplemental Nutrition Program for Women, Infants, and Children (WIC).
Inuvo’s IntentKey™ technology was used to reach users of minority expectant and new moms who were enrolled and/or likely would qualify for WIC.
The state-sponsored program was able to reach these expectant and new mom users in a manner that generated strong engagement with educational content related to breastfeeding and the support services offered by the state. The campaign generated a click through rate (CTR) that exceeded the client’s goals by 200% for both the video and display components of the campaign, while also improving the time spent on site and increasing the number of page views.