populations with SNAP.
Food insecurity is an issue for many people. The Supplemental Nutrition Assistance Program (SNAP) provides nutrition benefits to supplement the food budget of needy families so they can purchase healthy food and move towards self-sufficiency.
As more individuals struggle with food insecurity, and enrollment numbers declined due to lack of awareness, our team was enlisted to help connect those in need with SNAP resources. We focused on gaining a deeper understanding of the challenges those in need faced while widening the target audiences from typical nutrition focused SNAP campaigns in the past.
The new campaign spoke directly answering the question, “Do I Qualify?”
Moving Audiences to Action:
Our 2022 campaign increased performance over previous years.
increase in click through rate for Facebook/Instagram
increase in Google search year over year
increase in form fills
engaged in campaign, reaching new demographics
higher performance Spanish ads
Based on audience demographics, our digital team chose advertising methods that would best reach the target audiences where they consumed and engaged with content. A robust digital campaign with social media advertising was coupled with traditional tactics such as C-store point of purchase signage on digital displays All audiences were engaged with a call to action to visit the Tapestry of Health website to see if they were eligible and to easily apply for SNAP.
Gavin directed the precisely targeted 2-month campaign focused on reaching underrepresented populations with low enrollment numbers in SNAP with the goal of increasing awareness and driving applications for the program.
phone calls requesting information
SNAP campaign landing page visits
Our comprehensive approach combined with our team’s expert behavior insights guided a successful campaign to connect those in need with important resources.