Below are our main recommendations that may prove useful for other teams contemplating similar social media campaigns. For the in-depth lessons learned, please refer to the full report.
1. Technical Issues with social media channels
- When setting up a new Facebook business account and brand-new advertising initiative, allow for ample time (2-3 weeks) to test program functionality and resolve any technical issues that may arise.
- Ensure that creative agency partners have significant experience and expertise in the priority social media channel.
2. Facebook creative restrictions
- Design creative with minimal copy.
- It may be helpful to create more ads than needed, as this allows for flexibility if there is an issue with one of the ads and enables content that can be posted to the page as an “organic post” (a post that is not supported by advertising dollars).
3. Trust issues with social media campaigns
- Even if social media is the most important marketing vehicle, other vehicles, such as radio, out of home billboards, influencer endorsement, etc., can be important to drive brand awareness, trust, and credibility.
4. Facebook campaign success factors
- Success in a Facebook campaign is a function of overall spending, creative that resonates with the audience, and the campaign’s chosen objective. Consider these factors and adjust accordingly (e.g. featuring a couple worked better than featuring men supporting each other; the messaging conversations campaign objective worked best, etc.) when designing similar programs.
- Develop a robust monitoring system to review weekly campaign performance, campaign results vs. prior weeks, and make program adjustments on a weekly basis.
- Allow enough time in the program to develop and test hypotheses (it might take two weeks to formulate a hypothesis, two weeks to develop and approve creative, and one-two weeks to gather enough data to test the hypothesis).
5. Lack of Nigerian - or African specific - social media advertising benchmarks
- There is an opportunity for an implementing organization or consortia to publish, track, and ultimately create benchmarks for region-specific social media campaigns in the health sector. In the meantime, continue to use the published (US-based) benchmarks as a rough guidepost.
6. Standard definitions and language
- Shared understanding of key definitions such as click-through-rate, advertising spending, etc are key. Make sure the definitions for each objective are clearly defined and discussed across the cascade with all actors – demand creation team and case management teams at project onset. As team understanding evolves and new definitions are added or metrics are refined, revisit these definitions with the entire team. Regularly troubleshoot and role play if necessary to make sure all variations of contact with clients are categorized properly.
7. Verifying referralsStandard definitions and language
- Ensure adequate resources are allocated to develop and test a sound referral tracking process, train all those involved in referral tracking in advance and conduct regular quality checks to trouble-shoot. RISE is implementing a unique identifier code system across all programs in early 2021 and this system will be applied to VALOR VIP.
8. Measuring “halo” effect of messaging
- Although we are looking at the campaign’s direct impact on click through and WhatsApp contacts, it is possible that the campaign might inspire men to get tested without first contacting a VALOR VIP guide. While the campaign channel is Facebook, measurement of campaign outcomes are not limited to Facebook measurements. Before launch, work with clinical partners to add exposure metrics to client intake.