Digital Media Strategy

MN Supplemental Nutrition Assistance Program

Ovative partnered with community organizations to use digital media to connect Minnesotans in need with essential food support.

Situation

Ovative, General Mills, and the MN Department of Human Services (DHS) partnered to use digital media to drive Supplemental Nutrition Assistance Program (SNAP) applications and connect Minnesotans with food support. This campaign marked the beginning of DHS’ journey to drive registrations using digital media. Beginning amidst the pandemic, it became essential to use digital to reach Minnesotans, especially with young families, to connect them with food support. The campaign included a redesigned site experience, new creative across channels, and media investments in Facebook and Google search. The campaign goals were to drive increased awareness for SNAP, improve the perception of the program, and understand how digital media could be used to support DHS’ mission ongoing.

Results

  • Drove 6,000 new SNAP applications during the life of the campaign, connecting primarily young families with the proper SNAP food support.
  • Weekly applications increased ~100% during the campaign, and applicant’s success rate of obtaining benefits significantly increased.
  • Received national attention with the GMI Foundation, who shared it has “changed their perspective on what charitable giving can mean”.

Approach

  1. Reviewed paid media best practices with General Mills and DHS teams to define program goals and identify asset requirements for development.
  2. Coordinated with creative and cross-functional teams to create new landing page simplifying application process, centering key information, and improving tone.
  3. Launched paid media across Facebook and Google search, testing multiple creatives and optimizing throughout campaign to minimize cost per referral.
  4. Worked with DHS analytics teams to analyze campaign performance for total program impact, audience effects, and other insights to understand success and ongoing use cases.

 

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Client Testimonials

"It has changed their perspective on what charitable giving can mean.”

-GMI Foundation

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