The objective of this campaign was to raise awareness about the Más Fresco More Fresh nutrition incentive program and enroll more CalFresh recipients in Southeast and Mid-City San Diego. The campaign started on April 26, 2021, with five pieces of creative (two videos and three statics), as well as 21 different variations of Google search ads. Halfway through the campaign, at the end of May, we refreshed our creative by adding 5 static and 3 video concepts. Around that time, we also optimized the Google search ads by adding more terms. All creative concepts, including statics, videos, and search ads were delivered in English and also translated into Spanish, and targeted at Spanish-speaking audiences (See Appendix A. Ad Concepts). The campaign concluded on June 30, 2021.
Read the full impact report below:
Más Fresco More Fresh Social Media Campaign Impact Report 2021 PDF