Colorado Crisis Services (CCS)

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.