SF Stop Smoking
SF Stop Smoking was a text-enabled webapp that helped Spanish- and English-speaking smokers quit. Developed by Palo Alto University, the research study was at risk due to low-enrollment through traditional channels and Google adwords. Primarily hired to “growth hack” recruitment, but also consulted on improving the intervention.
Client
Health & Wellbeing, Research
Category
App/Mobile · Audience Growth / Digital Marketing · Consulting · Content Development · Design · Research · Web
- Developed a digital media strategy to recruit research participants
- Designed multiple targeted ads for Facebook and Instagram
- Performed A/B tests and data analysis to improve campaigns and maximize recruitment.
- Successfully recruited over 600 participants in 6 weeks, within budget & ahead of schedule
- Co-authored research paper on Facebook recruitment
- Advised on improving webapp usability & engagement
RECRUITMENT RESULTS (PUBLISHED)
- Facebook effective at recruiting diverse audiences that are typically challenging to recruit
- Self-efficacy ads were more effective than fear-appeal ads
- Spanish-speakers had higher engagment and received more social information with their ads. English-speakers had lower cost-per-consent
RECRUITMENT RESULTS (UNPUBLISHED)
- Technology: 81% mobile; 58% Android vs. 27% iOS
- Demographics: 65% female, 80% over 35-years-old
- States: Highest conversion states: South Dakota 8.6%, Maryland 6.3%, Mississippi 5.9%. Several states with 0%. Ten highest smoking rate states had higher CPC ($0.64 vs $0.36). Ads not equally served to all states by Facebook (<1% to 18%)
- Day of week effect: Sunday highest consents for English-speakers, but lowest for Spanish-speakers
