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, I was hired as a “growth hacker” to increase recruitment, but I also consulted on improving the intervention.

MY ROLE

  • 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 consent.
RECRUITMENT RESULTS (UNPUBLISHED)
  • Technology: 81% mobile; 58% Android vs. 27% iOS
  • Demographics: 65% female, 80% over 35-years-old
  • States: Highest conversion rates SD (8.6%), several with 0%. Top 10 smoking states higher CPC ($0.64 vs $0.36). Ads not equally served to states by Facebook (<1% to 18%)
  • Day of week effect: Sunday highest consents for English-speakers, but lowest for Spanish-speakers
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