MBB Brings Home Gold AMPS Awards, “Biggest Big Idea” Honor

Each year, agencies, brands, government entities and nonprofits alike join together to recognize excellence in social media marketing campaigns at the Social Media Club of Kansas City’s AMPS Awards.

MBB brought home six awards for our work across our CPG, healthcare and education clients, including the honor of “The Biggest Big Idea,” recognizing the creative execution with the largest impact on a small budget.

QTS 2019 Campaign — Gold, Facebook Campaign

QTS Realty Trust, Inc. (QTS) is a leading provider of data center solutions across a diverse footprint spanning more than 6-million square feet of owned mega-scale data-center space throughout North America. Through its software-defined technology platform, QTS is able to provide compliant
infrastructure solutions, robust connectivity and premium customer service to more than 1,110 leading hyperscale technology companies, enterprises and government entities. In 2019, we supported QTS with two goals: drive brand presence by increasing brand awareness among relevant target audiences and help contribute to QTS revenue growth by driving qualified new prospects.

Our paid social media awareness and acquisition campaign was successful in helping amplify brand awareness and sustain lead-gen through a streamlined, full-funnel approach. 5,924,238 impressions were generated—exceeding our goal by 163% with a 55% decrease in CPM YoY.

Cosmosphere 2019 Campaign — Gold, Integrated with an Offline Campaign

The Cosmosphere is a space museum and STEM education center in Hutchinson, Kansas. We were tasked with drumming up attendance for both the museum and camp through online and traditional media tactics.

The 2019 media campaign helped fuel both attendance and camps campaigns with a 16.32% increase in visitors over the summer months and a 22% YoY increase in camp registrations. Paid social media resulted in 53% of the total sales driven by media tactics, while Facebook and Instagram advertising resulted in 64% of total registrations driven by media tactics.

AdventHealth Kansas City 2019 MyHealthKC Campaign — Gold, Facebook Campaign

With the acquisition by Adventist Health Systems, the local Kansas City branch (previously known as Shawnee Mission Health) wanted to work to maintain a level of brand awareness in the KC metro, without necessarily having control of the health system’s website and branding. The AdventHealth team also saw an opportunity to continue to grow—by driving service line volume in areas where patients need ongoing care (primary care and OB/GYN). By strategically communicating with potential patients in the KC metro area, the health system hoped they could educate them on key healthcare topics and retain them as patients.

With more than 400,000 impressions on Facebook alone, we drove 1,262 survey completions, a 57% increase YoY. Additionally, 75 people requested an appointment with an AdventHealth KC doctor as a result of the campaign, which accounts for more than $41,000.00 in downstream revenue for less than $12,000 in paid media.

AdventHealth Kansas City Emergency Department Campaign — Gold, Multi-Channel Campaign AND “The Biggest Big Idea”

AdventHealth Kansas City approached us for marketing and communications support to help drive patient volume in its three local emergency department locations. The health system understands that, historically, there has been confusion and stigma surrounding emergency departments, and while they cannot increase the need (i.e. instances in the area that require an emergency room visit), they could educate KC residents to demystify the experience of going to the emergency room. The desired outcome was that by empowering Kansas City consumers to make their own informed healthcare decisions in emergencies, AdventHealth would earn some brand affinity with this audience, increasing the likelihood that this audience would choose their hospitals in the case of an emergency.

We exceeded goals on all three of our KPIs:

• Paid social impressions exceeded the original goal and reached 598,318.
• Organic engagement rate exceeded the industry benchmark by 97.6% at 1.7%.
• Paid social CTR exceeded the industry benchmark by 60% at 0.8%.

Including organic social impressions from influencers and owned channels, the campaign generated over 750,839 total impressions.

We were also able to measure key metrics that indicate an intent to visit AdventHealth KC physicians, illustrating how this educational campaign generated an overall brand lift. Of those who saw ads from this campaign, 31 requested an appointment and 97 completed the myhealthkc.com “Find a Doctor” survey, accounting for over $150,000 in downstream revenue—creating more than a 700% ROI.

Congratulations to all of this year’s winners! It’s an honor to find ourselves among such a talented group of award recipients!