Texas Department of State Health Services Promotes Breast Milk Advocacy to Mobile Moms

GOAL

Work with TX Dept. of State Health Services’ agency, Sherry Matthews Advocacy Marketing, to build a mobile component of the “Every Ounce Counts” initiative, to drive awareness of the long-term benefits of breastfeeding.

SUMMARY

Custom Audience Targeting

Designed to reach Texas-based Moms, Millennial Media reached target consumers at scale through the use of custom“Moms”audiences and local market targeting (Texas only).

Cross-Platform Reach

Texas DOT leveraged Millennial Media’s cross-platform capabilities to reach BlackBerry, iPhone, Palm, Windows & Android users to ensure maximum impact within the targeted groups.

Dual-Language Engagement

The campaign featured five different banners that were used in rotation to keep the creative fresh, engaging, and tell the full story of the benefits of breastfeeding. Results were tracked by creative banner type. When users clicked on the banner ad they were sent to a dual language landing page which provided breastfeeding education in both English and Spanish.

RESULTS

• Early success of the campaign prompted the client to put additional funding into the effort.