The North Dakota Department of Health Division of Disease Control (NDDoH) came to KAT for assistance in raising awareness of the meningococcal conjugate vaccine requirements for 11th and 12th graders. KAT’s successful campaign strategy included earned media, network TV, newspaper, radio, Facebook, Instagram, Snapchat and the North Dakota Health Network.
To reach the primary target audience of parents of teens in North Dakota, KAT also created video PSAs featuring an engaging straight-talk presentation from a fellow parent. During social media distribution, this unique and engaging PSA earned an average view-through rate that was 20% greater than Facebook’s average! For the secondary target audience, those ages 16-18 in North Dakota, KAT created two 7-second videos. These creatives featured video selfies from teens, allowing the ads to feel native to the Snap framework and less like an advertisement. This approach led to high engagement rates and above average click-through rates. The Facebook campaign earned 399,335 impressions and 1,732 link clicks, while Snapshat bolstered 1.8 million impressions!