Vega Awards Silver Winner

2023

Colorado Crisis Services (CCS)

Entrant Company

IZEA Worldwide, Inc.

Category

Social Media (Campaign) - Influencer Marketing

Client's Name

Colorado Crisis Services (CCS)

Country / Region

United States

Colorado Crisis Services (CCS) is Colorado’s statewide resource for any mental health, substance use and/or emotional concern, managed by the Colorado Behavioral Health Administration (BHA), a state government agency. Cactus, a Denver advertising and marketing agency, is the contracted marketing partner for the BHA for CCS. Cactus engaged IZEA to run a TikTok and Instagram campaign designed to raise awareness of their many services. IZEA worked with Cactus and CCS to source non-traditional influencers who were local to Colorado and identified as a part of the LGBTQIA+ community.

The goal of the campaign was to identify people who were willing to speak authentically about their experiences and educate their respective audiences about CCS, including support while facing a crisis, and providing the information to contact CCS.

Influencers created real, raw and heartfelt video content about how the resources can be a benefit for others who are also a part of the LGBTQIA+ community and may be facing similar struggles. The selected influencers were not A-list celebrities with a massive following. Instead, they were authentic members of the community with very real hardships who wanted to make a real impact.

The campaign was a major success for IZEA and CCS with more than a total of 760K+ video views and nearly 28K+ total engagements. The benchmark engagement rate for the service vertical is 1.02% and the campaign performed at an engagement rate of 4.7%, 3.6x higher than the benchmarks. The campaign's cost per engagement was $1.43, 50% lower than the benchmark of $3.01. All set objectives were not only met, but exceeded.

The paid campaigns also performed exceptionally well as they delivered 1,208% above quoted goals. This indicated that the targeting was on point and IZEA was able to reach the right audience. The combined clicks totaled 4.5K+ which was impressive as IZEA did not optimize toward clicks. Generally, when optimizing toward video views, a large number of clicks are not anticipated. However, the results showed that the audience was interested and highly engaged with the content CCS delivered.

Credits

Senior Strategist
Jaime Krzos
Associate Campaign Manager
Paige Corbin
Client Partner
Tori Perez
SVP, Client Service
Katie Mellor
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