CASE STUDY: EDUCATION

News Literacy Project

Coronavirus Digital Ad Campaign

Overview


At the beginning of March 2020, as the coronavirus began to spread in the United States, the News Literacy Project and Hatcher Digital were already partnering on an ad campaign around Super Tuesday. As fallout from the virus began affecting schools and confusion spread about the virus on social media, the News Literacy Project saw an opportunity to pursue a new campaign aimed at meeting an important societal need while amplifying the organization’s message and mission.

PROJECT SCOPE

Strategic Communications
Design & Creative
Digital Strategies

Our Strategy


We worked with the News Literacy Project to create ad copy and images relating to news literacy, the coronavirus, and Checkology. Checkology is an digital platform that teaches middle school and high school students how to evaluate and interpret information and to determine what they can trust, share and act on. As part of its response to the pandemic, the News Literacy Project decided to offer Checkology Premium, usually a paid service, to students for free. The ads we created focused on informing educators and parents about available online resources from the News Literacy Project, as well as on driving traffic to a page featuring tips and a quiz to help people identify misinformation about the coronavirus online.

Our Impact


We ran the campaign for two weeks on Facebook, Instagram, and LinkedIn, which resulted in:

  • More than 850,000 ad views, reaching more than 275,000 people in the targeted campaign
  • 7,400 clicks through to the coronavirus information and Checkology landing pages
  • An incredibly optimized cost per 1,000 views at just $6.06, nearly $4.00 under estimates
  • A very low cost per click of just $0.70
  • These results greatly outperform estimates for this campaign and demonstrate the general public’s interest in tools and resources they can use to navigate pandemic information
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