Since the program began in 1989, the Black Infant Health (BIH) program has been fighting to improve the historically poor birth outcomes experienced by Black women and their babies stemming from social and economic stressors. However, until recently, many referrals to the BIH program still relied on word of mouth.
To overcome this challenge, our team utilized detailed geo-targeting and strategic media buying to launch an awareness campaign that would help increase referrals and awareness of BIH's resources, services, and support specifically directed toward Black mothers.
The campaign outperformed the estimated lead volume by 216% and cost per lead efficiency by 68%, delivering over 30 million campaign impressions and generating over 3,000 new program referrals.
EMPOWERING BLACK MOTHERHOOD
CLIENT
Black Infant Health
SERVICES
Digital Marketing and Advertising
3,483 PROGRAM REFERRALS
