NCBVI English Digital Campaigns Case Study July 2024

The Nebraska Commission for the Blind and Visually Impaired (NCBVI) partnered with PLAY Creative to launch a comprehensive digital awareness campaign. Our mission: to increase visibility and engagement across multiple platforms, targeting a diverse audience throughout Nebraska. This case study explores how we leveraged digital channels to make a significant impact.

Campaign Strategy: We developed a two-pronged digital approach utilizing both Google Ads and Facebook Ads platforms. Our campaign featured compelling video content with inspiring messages like “Nothing Can Stop Me Now” and “The Possibilities are Endless,” designed to resonate with our target audience.

Results Breakdown:

  1. Google Ads Campaign:
    • Total Impressions: 1,764,526
    • Clicks: 1,343
    • Click-Through Rate (CTR): 0.08%
    • Cost per Click: $13.39
    • Total Cost: $17,987.25
    • Video View Rate: 52.58%
    • Videos Played to 100%: 52.07%
    • Videos Played to 25%: 97.47%
  2. Top Performing Videos:
    • “Nothing Can Stop Me Now”: 1,070,856 impressions, 934 clicks, 0.09% CTR
    • “The Possibilities are Endless”: 499,510 impressions, 285 clicks, 0.06% CTR
    • “Offering the Support You Need”: 194,160 impressions, 124 clicks, 0.06% CTR
  3. Facebook Ads Campaign:
    • Total Impressions: 4,285,181
    • Clicks: 11,596
    • Click-Through Rate (CTR): 1.47%
    • Cost per Click: $1.51
    • Total Cost: $15,798.60
    • 3-Second Video Views: 598,172
    • 100% Video Views: 21,720
    • Cost per 3-Second Video View: $0.03
  4. Top Performing Ads:
    • “NCBVI_Campaign 1_NE_Ad2”: 1,605 link clicks, 0.12% CTR
    • “NCBVI_Campaign 2_Omaha_Ad2”: 1,238 link clicks, 0.10% CTR
    • “NCBVI_Campaign 2_Omaha_Ad3”: 834 link clicks, 0.15% CTR

Key Achievements:

  • Combined reach of over 6 million impressions across both platforms
  • High engagement with video content, particularly on Google Ads with 97.47% of videos played to 25%
  • Cost-effective Facebook campaign with $0.03 cost per 3-second video view

Actionable Insights for Business Owners:

  1. Platform Diversification: Our dual-platform approach allowed us to leverage the strengths of both Google and Facebook. Consider diversifying your digital presence to maximize reach.
  2. Video Content is King: The high view rates and engagement with video content underscore the importance of compelling visual storytelling in digital campaigns.
  3. Targeted Messaging: Our top-performing ads had clear, inspiring messages. Craft your ad copy to resonate with your specific audience’s needs and aspirations.
  4. Cost Efficiency: While Google Ads had a higher cost per click, it delivered better video completion rates. Facebook offered cheaper clicks and wider reach. Balance your budget based on your primary goals (awareness vs. engagement).
  5. Continuous Optimization: Regular analysis of ad performance allowed us to adjust our strategy for maximum impact. Implement a system for ongoing campaign optimization.
  6. Local Targeting: Our Nebraska-specific ads performed well. Consider geo-targeting to increase relevance for your audience.

Conclusion:

Conclusion: The NCBVI English language digital campaign successfully reached a vast audience, driving awareness and engagement at an efficient cost. By leveraging the strengths of multiple platforms and focusing on compelling video content, we created a campaign that not only reached millions but also resonated deeply with our target audience.