Video PSA 3
SNAP-Ed Social Marketing Campaign: Spend Smart, Eat Smart
Project Description: Focus group testing and media recall survey results with the target audiences, SNAP-eligible adult Alaskans in urban and rural Alaska, revealed a need to correct misconceptions about a qualitative difference between types of produce in order to promote behavior change. Furthermore, A/B testing of static digital ads on both Google Digital Display and social media platforms demonstrated higher engagement click-through rates for messaging containing information about budgeting and saving money. Focus groups conducted during the pandemic also revealed an opportunity to better reach isolated Alaskans by presenting family meal times and related behavior.
To address these important needs and opportunities, our team developed and tested a new 30-second animated video. We incorporated messaging that combined budgeting tips while correcting misconceptions, and featured a family dinner scene. We chose to use a male youth as the voiceover talent based on focus group feedback on ideal messengers for the campaign materials.
Evaluation of the FFY22 campaign for Facebook and Instagram showed remarkably high click-through rates (CTRs) and engagement rates for this video, with CTRs ranging between 2.7% and 4%, and engagement rates ranging between 56.47% and 76% in both urban and rural areas of the state and the average engagement rate was highest among rural audiences, at 62.67%. YouTube CTRs ranged from 17.8% in Southeast Alaska to 23.3% on the Gulf Coast, with an average CTR of 22.3%.
Furthermore, audience messaging recall and reception in a 2022 survey revealed that 62.1% of urban and 63.2% of rural residents felt this ad gave them new information or perspective, and 73.1% of all respondents said it motivated them to include more fruits and vegetables in their diet.
Production Team
- Project Lead: Kelby Holtfreter Murphy
- Project Support: Abbey Brau, Gabi Riquelme
- Messaging Strategist/Copywriter: Gabi Riquelme
- Illustration: Sam Irwin
- Creative Direction: Jack Sheppard
- Animation and Video Production: Shelby Kulish
- Audio Recording and Production: Small Pond Audio