Last data update: Jun 03, 2024. (Total: 46935 publications since 2009)
Records 1-2 (of 2 Records) |
Query Trace: Arshanapally S [original query] |
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The use of travel as an appeal to motivate millennial parents on facebook to get vaccinated against COVID-19: A message framing evaluation
Arshanapally S , Starr T , Elsberry LB , Rinker R . JMIR Form Res 2023 7 e43720 BACKGROUND: In summer 2021, the Centers for Disease Control and Prevention (CDC) recommended that people get fully vaccinated against COVID-19 before fall travel to protect themselves and others from getting and spreading COVID-19 and new variants. Only 61% of parents had reported receiving at least one dose of the COVID-19 vaccine, according to a Kaiser Family Foundation study. Millennial parents, ages 25 to 40, were a particularly important parent population because they were likely to have children under 12 (the age cutoff for COVID-19 vaccine eligibility during this time period) and were still planning to travel. Since Facebook has been identified as a popular platform for Millennials and parents, CDC's Travelers' Health Branch determined an evaluation of public health messages was needed to identify which message appeals would resonate best with this population on Facebook. OBJECTIVE: The objective was to evaluate which travel-based public health message appeals aimed at addressing parental concerns and sentiments about COVID-19 vaccination would resonate most with Millennial parents (25 to 40 years old) using Facebook Ads Manager and social media metrics. METHODS: Six travel-based public health message appeals on parental concerns and sentiments around COVID-19 were developed and disseminated to Millennial parents using Facebook Ads Manager. The messages ran from October 23, 2021, to November 8, 2021. Primary outcomes included the number of people reached and the number of impressions delivered. Secondary outcomes included engagements, clicks, click-through rate (CTR), and audience sentiments. A thematic analysis was conducted to analyze comments. The advertisement budget was evaluated by cost-per-mille (CPM) and cost-per-click (CPC) metrics. RESULTS: All messages reached a total of 6,619,882 people and garnered 7,748,375 impressions. The Family (n=3,572,140 people reached [53.96%]; 4,515,836 impressions [58.28%]) and Return to Normalcy (n=1,639,476 people reached [24.77%]; 1,754,227 impressions [22.64%]) message appeals reached the greatest number of people and garnered the most impressions out of all six message appeals. The Family message appeal received 3,255 engagements (60.46%) and the Return to Normalcy message appeal received 1,148 engagements (21.28%). The Family appeal also received the highest number of positive post reactions (n=82, 28.37%). Most of the comments portrayed negative opinions about COVID-19 vaccination (n=46, 68.66%). All 6 message appeals, including the Family (CPM=US $3.44) and Return to Normalcy (CPM=US $3.47) appeals, were either on par with or outperformed CPM benchmarks set by other similar public health campaigns. CONCLUSIONS: Health communicators can use travel, specifically the Family and Return to Normalcy message appeals, to successfully reach parents in their future COVID-19 vaccination campaigns and potentially inform health communication messaging efforts for other vaccine preventable infectious disease campaigns. Public health programs can also utilize the lessons learned from this evaluation to communicate important COVID-19 information to their parent populations through travel messaging. |
Use of a paid digital marketing campaign to promote a mobile health app to encourage parent-engaged developmental monitoring: Implementation study
Arshanapally S , Green K , Slaughter K , Muller R , Wheaton D . JMIR Pediatr Parent 2022 5 (2) e34425 BACKGROUND: The internet has become an increasingly popular medium for parents to obtain health information. More studies investigating the impact of paid digital marketing campaigns for parents on promoting children's healthy development are needed. OBJECTIVE: This study aims to explore the outcomes of a paid digital marketing campaign, which occurred from 2018 to 2020, to promote messages about parent-engaged developmental monitoring and ultimately direct parents to the Centers for Disease Control and Prevention's (CDC's) Milestone Tracker app, a mobile health (mHealth) app developed by the CDC. METHODS: The paid digital marketing campaign occurred in 3 phases from 2018 to 2020. In each phase, 24 to 36 marketing messages, in English and Spanish, were created and disseminated using Google's Universal App Campaigns and Facebook Ads Manager. Outcomes were measured using impressions, clicks, and install data. Return on investment was measured using click-through rate (CTR), cost per click, and cost per install metrics. RESULTS: The Google-driven marketing messages garnered a total of 4,879,722 impressions (n=1,991,250, 40.81% for English and n=2,888,472, 59.19% for Spanish). The messages resulted in a total of 73,956 clicks (n=44,328, 59.94% for English and n=29,628, 40.06% for Spanish), with a total average CTR of 1.52% (2.22% for English and 1.03% for Spanish). From these clicks, there were 13,707 installs (n=9765, 71.24% for English and n=3942, 28.76% for Spanish) of the CDC's Milestone Tracker app on Google Play Store. The total average cost per install was US $0.93 across all phases. The phase 3 headline "Track your child's development" generated the highest CTR of 3.23% for both English and Spanish audiences. The Facebook-driven marketing messages garnered 2,434,320 impressions (n=1,612,934, 66.26% for English and n=821,386, 33.74% for Spanish). The messages resulted in 44,698 clicks (n=33,353, 74.62% for English and n=11,345, 25.38% for Spanish), with an average CTR of 1.84% (2.07% for English and 1.38% for Spanish). In all 3 phases, animated graphics generated the greatest number of clicks among both English and Spanish audiences on Facebook when compared with other types of images. CONCLUSIONS: These paid digital marketing campaigns can increase targeted message exposure about parent-engaged developmental monitoring and direct a parent audience to an mHealth app. Digital marketing platforms provide helpful metrics that can be used to assess the reach, engagement, and cost-effectiveness of this effort. The results from this study suggest that paid digital marketing can be an effective strategy and can inform future digital marketing activities to promote mHealth apps targeting parents of young children. |
- Page last reviewed:Feb 1, 2024
- Page last updated:Jun 03, 2024
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