UNM Truman – Social Ads
SOCIAL MEDIA ADS – SOCIAL MEDIA ADS – SOCIAL MEDIA ADS – SOCIAL MEDIA ADS – SOCIAL MEDIA ADS – SOCIAL MEDIA ADS
UNM Truman Social Media Ads
Client: university of new Mexico Truman Health Services
Industry: Higher Education
Background
In 2022, Siarza partnered with UNM Truman Health Services to promote inclusivity and dismantle stereotypes around the topic of HIV testing to the LGBTQIA community. UNM Truman Health Services’ mission is to enhance the well-being of people living with HIV/AIDS and raise awareness through educating the community. Siarza executed a social media ad campaign aimed at increasing brand awareness, event participation and traffic to UNM Truman’s social media channels.
Despite a tight ad budget of $37,000, the campaign generated significant awareness and engagement, using innovative approaches to reach disenfranchised communities in New Mexico.
Implementation
Siarza’s strategy hinged on targeting key events such as Pride Month, the New Mexico State Fair, and the World AIDS Day Vigil, boosting social media advertising during these periods. Platforms like Snapchat, Grindr, Facebook, TikTok, and Instagram were effectively used to deliver visually appealing content and educate audiences about Truman’s services.
Results
- One of the primary objectives was to increase impressions through social media content and advertising, aiming to reach one million impressions. Not only was this objective met, but it was significantly exceeded, with the campaign generating 4,395,135 impressions from January to December 2022.
- The second objective was to use unconventional platforms and diverse subjects to reach UNM Truman’s target audience and increase testing by 50 percent. Again, this objective was exceeded. Advertising on Grindr played a key role in reaching LGBTQ+ individuals, resulting in 305,883 total impressions and 37, 178 total clicks on ads placed from May to November 2021.
- Out of 917 tests conducted (HIV and Hepatitis C combined) in 2021, 146 individuals stated that they saw Truman on social media when asked what brought them in to get tested, a number larger than all other reasons combined.
Conclusion
Although the state of New Mexico temporarily suspended the collection of HIV data during the pandemic, preventing Siarza from measuring the true health outcome of the work, the campaign’s impact was undeniably positive. It raised awareness, encouraged testing, and furthered the mission of UNM Truman Health Services, showcasing the power of strategic social media advertising in reaching and engaging target audiences.
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