The Insights Center features ideas, tools and resources on applying behavioral science to causes worth caring about. It includes the tools and thinking developed over nearly two decades of building behavior change campaigns and products. We hope they help you and your cause with the art and science of using behavior to spark real change.
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Engaging Soon-to-be Parents through Social Media Trends
Soon-to-be parents are some of the most distracted (and highly sought-after) audiences. When the Arcora Foundation came to us to break through the busyness and encourage prenatal dental visits, we flipped the typical expert-driven, top-down script on its head and met Millennial moms where they are: checking for life updates from friends and family on their social media.
By taking a culturally relevant phenomenon like pregnancy announcements on Facebook and Instagram and giving it the unexpected addition of a dentist, the ads became native enough to fit in with surrounding content, but surprising enough to stop a scroll. Through a paid media campaign (on social, of course!), the ads reached 90% of the target audience and achieved engagement rates well above industry benchmarks.
