My Prenatal Promise
My Prenatal Promise, an integrated marketing campaign developed in English and Spanish featuring a series of communication elements focusing on the expectant mother and her doctor and on the mother and child to emphasize that pregnant women must get tested. My Prenatal Promise social media – specifically, Facebook and Instagram – garnered 2,363,937 impressions, 17,805 link clicks and 24,065 overall ad clicks, while MPP display ads garnered 732,645 impressions and 1,228 link clicks.
Facebook and Instagram
Overall ad clicks
From the campaign’s start in February 2020 through late May, television impressions for My Prenatal Promise total 3,790,573, while its radio impressions total 3,480,000. Meanwhile, MPP social media – specifically, Facebook and Instagram – has garnered 2,363,937 impressions, 17,805 link clicks and 24,065 overall ad clicks, while MPP display ads garnered 732,645 impressions and 1,228 link clicks.
Additionally, the combined figures resulting from precision mobile and display ads on social media running concurrently with a series of :15 and :30 second video and radio PSAs on English-language and Spanish-language television and radio produced an overall added value of $55,991.
I am Life
The I am life® campaign, developed by Gilbreath for the Houston Health Department (HHD), focused on HIV prevention strategies — Treatment as Prevention (TaSP) and PrEP. The campaign launched with organic social media, public relations and influencer marketing. The I am Life® YouTube channel and website have delivered 315,290 and 37,624 views, respectively.
Organic Social Media
Facebook and Instagram accounted for over 28% of all referrals to houstoniamlife.com
The I am Life® focus on developing partnerships to expand the awareness and reach of the campaign was integral to the earned impressions delivered through multiple channels, including local, regional and national media outlets, digital and social media platforms, digital radio, Houston METRO and KRIV FOX 26.