Ovative partnered with community organizations to use digital media to connect Minnesotans in need with essential food support.
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.
"It has changed their perspective on what charitable giving can mean.”
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