Case Study: parentPRO drives 5,550 form submissions with VI Marketing and Branding

parentPRO drives 5,550 form submissions with VI Marketing and Branding

The customer, parentPRO, a program of the Oklahoma State Health Department, faced the challenge of generating leads for its Evidence-Based Home Visiting Programs. Many new parents were uncomfortable with the idea of a home visit and feared that needing help meant they were bad parents. VI Marketing and Branding was tasked with achieving 1,000 online form submissions to connect prospective clients with parentPRO's services.

VI Marketing and Branding developed a multi-media campaign featuring animated, diverse characters to help parents see themselves in the ads and reframe seeking help as a positive action. The solution included a mix of traditional broadcast, cable, and radio alongside digital TrueView video and Performance Max ads, deployed in both English and Spanish. The campaign was an extraordinary success, generating 5,550 form submissions, which was 4.5 times the objective, with a submission rate 3.8 times higher than the goal.