MN Adopt

Case Studies

For almost 40 years, MN ADOPT has focused on its goal of ensuring that every child in Minnesota grows up in a safe and nurturing family. Even though much has changed over the intervening years, their core mission of finding homes for children and providing top-notch post-adoption services has not.

A close-up photo of a woman and a young girl outdoors, smiling and forming a heart shape with their hands. The woman has red hair and is wearing a blue and white striped shirt, while the girl has braided hair and is wearing a white shirt. The background is a blurred outdoor scene.

A postcard with the text "Thinking about fostering? You've got this, & we've got you." The background features a silhouette of Minnesota in yellow, with a smiling child in a red and white striped shirt on the right side. The bottom text reads "mnADOPT" and includes a URL and phone number for more information.

Our Strategy

By utilizing an integrated approach, we created a campaign tagline & messaging that would be translated to emails, reverse IP and direct mail drops, Google display and search ads, Facebook ad campaigns, as well as YouTube and podcast ads that would guide individuals to the MN Adopt website, specifically landing pages on foster care education and waiting children. Our efforts focused on targeting existing foster parents, those interested in adoption & foster care, parents, children/teens, and empty nesters.

Deliverables

Brand Copy Positioning
Taglines
Copywriting
Collateral Design
Digital Marketing
Reporting & Analytics

Campaign Strategy

Data Analytics

Data Services

Design

Digital Marketing

Print and Mail Production

Copywriting

Three smartphones displaying Facebook ads for mnADOPT. The ads highlight the need for foster care in Minnesota, with images of diverse families and individuals engaging positively. The text on the ads emphasizes the impact of fostering on children's lives.

The Results

Google Campaign:

Google’s campaign recieved a 20% CTR for search, and a 1.95% CTR for display. Search was the top performer, hitting well above the industry average of 5.73% for a 3-month campaign.

544,000 Impressions
404 Conversions

Facebook Campaign:

Facebook’s campaign garnered a CTR of 1.2%, performing above the industry average of 0.89% CTR.

585,000 Impressions
6,900 Clicks

YouTube Campaign:

YouTube ads received the highest impressions and ended slightly above the industry average, leading us to recommend this medium again in future campaigns for MN Adopt.

Print Campaign:

In July and August, an average of 13,860 postcards were mailed, with 5% of those being from reverse IP lookup.

In Conclusion

From July 6th to September 30th, 2021, MN ADOPT’s foster care campaign totaled millions of impressions, 13,000+ landing page views, and 1,500+ goal completions/conversions.

MN Adopt was very pleased with the outcome of the campaign and the influx of interest they received from individuals and families interested in foster care, given that their targeting is specific to the state of Minnesota. This is their second time engaging with Streamworks to bring awareness to their causes.

13K+: Campaign Landing Page Views
1.5K+: Goal Completion/
Conversions