NCBVI Spanish Digital Campaigns Case Study July 2024

 

Recognizing the diversity of Nebraska’s population, the Nebraska Commission for the Blind and Visually Impaired (NCBVI) partnered with PLAY Creative to launch a dedicated Spanish-language digital campaign. Our goal was to reach the Hispanic community with targeted messaging about services for the blind and visually impaired, ensuring inclusivity and broader awareness.

Campaign Strategy: We developed a culturally relevant adaptation of our English campaign, creating Spanish versions of our video content. Our strategy focused on targeting Spanish-speaking communities in Nebraska, with particular emphasis on areas like Omaha and Grand Island.

Results Breakdown:

  1. Google Ads Campaign:
    • Total Impressions: 1,186,581
    • Clicks: 3,366
    • Click-Through Rate (CTR): 0.28%
    • Cost per Click: $3.72
    • Total Cost: $12,515.93
    • Video View Rate: 44.13%
    • Videos Played to 100%: 44.01%
    • Videos Played to 25%: 96.68%
  2. Top Performing Videos:
    • “Nothing Can Stop Me Now – Spanish Version”: 823,032 impressions, 2,501 clicks, 0.30% CTR
    • “The Possibilities are Endless – Spanish Version”: 196,214 impressions, 582 clicks, 0.30% CTR
    • “Offering the Support You Need – Spanish Version”: 78,789 impressions, 209 clicks, 0.27% CTR
  3. Facebook Ads Campaign:
    • Total Impressions: 5,058,248
    • Clicks: 21,659
    • Click-Through Rate (CTR): 2.98%
    • Cost per Click: $1.43
    • Total Cost: $26,346.94
    • 3-Second Video Views: 653,288
    • 100% Video Views: 58,171
    • Cost per 3-Second Video View: $0.04
  4. Top Performing Ads:
    • “NCBVI_Spanish Campaign_Omaha/Grand Island_Ad 1”: 2,181 link clicks, 0.15% CTR
    • “NCBVI_Spanish Campaign_NE_Ad 1_Updated Copy”: 1,383 link clicks, 0.12% CTR
    • “NCBVI_Spanish Campaign_NE_Ad 2_Updated Copy”: 1,205 link clicks, 0.14% CTR

Key Achievements:

  • Combined reach of over 6.2 million impressions across both platforms
  • Exceptionally high CTR on Facebook (2.98%), significantly outperforming industry averages
  • Strong video engagement with 96.68% of Google Ads videos played to 25%
  • Cost-effective Facebook campaign with $0.04 cost per 3-second video view

Actionable Insights for Business Owners:

  1. Language Matters: The success of this campaign underscores the importance of speaking to your audience in their preferred language. Consider creating multilingual campaigns to broaden your reach.
  2. Cultural Adaptation: Simply translating content isn’t enough. Our culturally adapted content resonated strongly with the Hispanic community, as evidenced by the high engagement rates.
  3. Platform-Specific Strategies: Note the difference in performance between Google Ads and Facebook. Tailor your content and budget allocation to each platform’s strengths.
  4. Video Content Effectiveness: The high view rates across both platforms reinforce the power of video content in engaging audiences, particularly for awareness campaigns.
  5. Targeted Geographic Approach: Our focus on specific areas like Omaha and Grand Island allowed for more efficient resource allocation. Consider geographic targeting in your campaigns.
  6. Continuous Optimization: The success of our “Updated Copy” ads on Facebook shows the importance of refining your message based on performance data.
  7. Engagement Metrics Matter: While impressions are important, focus on engagement metrics like CTR and video completion rates to gauge true audience interest.

Conclusion:


The NCBVI Spanish language digital campaign not only reached a vast audience but also achieved exceptional engagement rates, often outperforming the English campaign. This success underscores the importance of tailored, language-specific outreach in diverse communities. By combining culturally relevant content with strategic platform usage, we created a campaign that effectively bridged language barriers and significantly raised awareness about NCBVI’s services among Nebraska’s Hispanic population.