FY19 CCS Media Performance October v3.2 · • Snapchat is #2 most used social media channel •...

Cactus © 2018 All Rights Reserved.

FY19 October Media Performance 11.14.18


AGENDA /• Overall Performance

• General Market Results

• Youth Results

• Next Steps

• Appendix


OVERALL PERFORMANCE /


PAID MEDIA FLIGHTING /

Digital

PPC

July Aug Sept Oct Nov Dec Jan MayFeb AprMar June

Transit OOH

Paid Social

Influencer

Reporting Round 1

Reporting Round 2

Year-end Reporting

51%

13%

25%

4%

7%

18,152,200

% Budget Delivered Impressions

817,093

12,337,576

90,459

31,397,328


October 2017

October 2018

YOY % Change

Chat 73 127 74%

Crisis Line 5,384 5,630 4.5%

Text 399 687 72%

TOTAL 5,856 6,444 10%

YOY CRISIS LINE RESULTS /

} 38% under 21


GENERAL MARKET /


OOH /

12.3M impressions

Denver

Ft. CollinsGreeley

Colorado Springs

Grand Junction

Pueblo


11.7% click-thru rate (CTR)

Increased budget = increased performance

PAID SEARCH /

BRAND campaign

“suicide hotline”

"colorado crisis

services”

10.5K clicks


DIGITAL DISPLAY DELIVERY /

15.3M impressions

Working Age Men

Concerned Public

General Market

LGBTQIA+

39.5K clicks

Mobile / click-to-call

Audience Targeting


DIGITAL DISPLAY PERFORMANCE /

+8%in click-thru rate (CTR)

mobile +28% above benchmark


TOP CTR CREATIVES /

General Audience (0.29%) & Concerned Public (0.08%)

General Audience (0.28%)Men (0.27%) & Concerned Public (0.07%)

Men (0.27%)


TOP CTR CREATIVES /

LGTBQIA+ (0.28%)

LGBTQIA+ (0.27%)


PAID SOCIAL DELIVERY /

378K impressions

Working Age Men

Concerned Public

LGBTQIA+

381 clicks

Working Age Men

Concerned Public

LGBTQIA+


PAID SOCIAL TOP CREATIVE /

Men (0.11% CTR)

Concerned Public (0.12% CTR)

LGTBQIA+ (0.15% CTR)


YOUTH /


SadnessAnxiety

Loneliness

Depression

2.8M impressions

Sadness

Anxiety

Loneliness

DIGITAL DISPLAY DELIVERY /

Depression

3.6K clicks

0.13% CTR

+3% above benchmark (.10%)


PAID SOCIAL PERFORMANCE /

483K impressions 5x engagement

youth ages 13-17 as compared to 18-21

2.5x benchmarkwith a 69% video

completion rate (VCR)


INSTAGRAM CREATIVE /

Highest click volume Most engagement


YOUTUBE CREATIVE /


NEXT STEPS /


11/28 REVISED MEDIA PLAN /

:15 awareness

videos

shift display to

social

General Market Youth


LOOKING AHEAD /Youth Influencer

• Snapchat is #2 most used social media channel

• Cactus to provide timelines

• Expected Launch: December 18th

Awareness Video

• To be incorporated with our General Market

January Flight

• Cactus will begin providing recommendations on November 28th for Media and Creative


APPENDIX /


FY19 PAID MEDIA ACTIVITY /


GENERAL AUDIENCE CREATIVE OVERVIEW /

Impressions Clicks CTR

Broken 1,246,467 3,570 0.29%

Underwater 1,260,530 3,457 0.27%

Feeling Blue 1,267,075 3,392 0.27%

Seeing Red 1,270,291 3,617 0.28%

TOTAL 5,044,363 14,036 0.28%

Tactics: audience targeting and click-to-call


MEN CREATIVE OVERVIEW /


Broken 1,229,093 3,312 0.27%

Underwater 1,267,075 3,392 0.26%

Feeling Blue 1,340,787 3,573 0.27%

Seeing Red 1,101,132 2,891 0.26%

TOTAL 4,938,087 13,168 0.27%



CONCERNED PUBLIC CREATIVE OVERVIEW /


Broken 291,397 191 0.07%

Underwater 290,339 169 0.06%

Feeling Blue 288,246 194 0.07%

Seeing Red 290,345 184 0.06

TOTAL 1,160,327 738 0.06%

Tactics: audience targeting


LGBTQIA+ CREATIVE OVERVIEW /


Invisible 2,027,158 5,770 0.28%

Outsider 2,109,935 5,729 0.27%

TOTAL 4,137,093 11,499 0.28%


FY19 CCS Media Performance October v3.2 · • Snapchat is #2 most used social media channel •...

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