Impact of a Social Media Campaign on Reach, Uptake, and Engagement with a Free Web- and App-Based Physical Activity Intervention: The 10,000 Steps Australia Program
Abstract
:1. Introduction
2. Materials and Methods
2.1. Participants and Procedures
2.2. Social Media Campaign
2.3. Data Collection and Extraction
3. Measures
3.1. User Characteristics and 10,000 Steps Program Registrations
3.2. Facebook, Instagram, and Display Advertisement Costs and Parameters
3.3. User Engagement with Website and Program
4. Statistical Analysis
5. Results
5.1. Cost and Reach of Social Media Campaign
5.2. Differences in Daily Registrations Between Different Time Periods Relating to Social Media Campaign
5.3. Between-Group Differences in Engagement with the 10,000 Steps Program
5.4. Program Engagement
6. Discussion
6.1. Social Media Campaign Reach and Cost
6.2. Queensland Sign-Up Rates Resulting from Social Media Campaign
6.3. Engagement with the 10,000 Steps Program
6.4. Time to Non-Usage Attrition
6.5. Strengths and Limitations
7. Conclusions
Supplementary Materials
Author Contributions
Funding
Conflicts of Interest
References
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Characteristic/Engagement Parameter | Combined n = 1657 | SMC Group a n = 1242 | Same Period Year Prior to SMC Group b n = 415 |
---|---|---|---|
M (SD), n (%) | M (SD), n (%) | M (SD), n (%) | |
Age | 44.1 (12.2) | 44.6 (12.7) | 42.6 (10.2) |
Gender | |||
Female | 1296 (78.2%) | 996 (80.19%) | 300 (72.3%) |
Male | 325 (21.61%) | 245 (19.7%) | 113 (27.23%) |
Other | 3 (0.18%) | 1 (0.08%) | 2 (0.48%) |
Sessions | 17.12 (30.86) | 16.33 (32.06) | 19.11 (27.56) |
Pages viewed/session | 9.10 (5.32) | 9.03 (5.42) | 9.30 (5.04) |
Engaged with the website at least once | 1398 (84.4%) | 1000 (80.5%) | 398 (95.9%) |
Logged steps at least once | 1104 (66.66%) | 764 (61.5%) | 340 (81.9%) |
Average daily step count | 9626 (4866) | 9456 (4328) | 10,006 (5885) |
Average number of step entries | 41.95 (43.92) | 42.50 (48.66) | 40.70 (30.79) |
Challenges | 62 (3.7%) | 54 (4.3%) | 8 (1.9%) |
Tournaments | 893 (53.9%) | 573 (46.1%) | 320 (77.1%) |
Friend requests received and accepted | 155 (9.4%) | 112 (9.0%) | 43 (10.4%) |
Friend requests sent | 107 (6.5%) | 72 (5.8%) | 35 (8.4%) |
SMC a Metric | Same Period Year Prior to SMC a | 6 Weeks Before SMC a | During SMC a |
---|---|---|---|
Overall registrations | 1712 | 880 | 3141 |
QLD registrations | 414 | 210 | 1242 |
All new FB page likes b | |||
Total | 48 | 42 | 461 |
Average daily | 1.1 | 1.0 | 11.2 |
All FB reach c | |||
Total | 11,591 | 5266 | 391,131 |
Average daily | 276.0 | 125.4 | 9312.6 |
All FB engagement d | |||
Total | 308 | 202 | 4952 |
Average daily | 7.3 | 4.8 | 120.8 |
Instagram Impressions | 819,192 | ||
Display Ad impressions | |||
Total | 577,023 | ||
iOS | 170,694 | ||
Android | 95,434 | ||
Website Driver | 310,885 | ||
Display Ad Clicks | |||
Total | 1477 | ||
iOS | 393 | ||
Android | 329 | ||
Website Driver | 755 |
Item | Total Cost | Cost per Click | Cost per Thousand Impressions b | Clicks | Click through Rate c |
---|---|---|---|---|---|
Total cost | $29,062.10 | ||||
Development costs | $4950.23 | ||||
Advertisement delivery | $24,111.87 | ||||
$11,668.13 d | $1.35 | $37.16 | 8656 | 1.84% | |
Instagram e | $5000.00 | - | $6.11 | - | - |
Display ads | $7500.00 | $5.11 | $13.09 | 1477 | 0.26% |
Registration Period | Queensland Daily Signups | ||
---|---|---|---|
M (95% CI) e | Between-Group Co-Efficient (95% CI) | pf | |
Reference category: SMC b period | 29.57 (23.15, 35.99) | ||
6 weeks prior to SMC c | 5.00 (3.03, 6.97) | −24.57 (−31.28, −17.86) | <0.001 |
Same period 1 year prior to SMC d | 9.86 (7.20, 12.51) | −19.71 (−26.66, −12.77) | <0.001 |
Reference Category: SMC b Group | SMC b Group vs. Year Prior Group | |
---|---|---|
OR (95% CI) | p | |
Participating in individual Challenges c (Reference category: no) | 0.43 (0.20, 0.91) | 0.03 |
Participating in team Tournaments d (Reference category: no) | 3.90 (3.03, 5.04) | <0.001 |
Receiving and accepting friend requests e (Reference category: no) | 1.09 (0.75, 1.58) | 0.67 |
Sending friend requests e (Reference category: no) | 1.43 (0.93, 2.19) | 0.10 |
Ever logging steps (Reference category: yes) | 2.86 (2.17, 3.76) | <0.001 |
Engagement Metric | SMC c Group | Year Prior to SMC Group | Between-Group Co-Efficient | pe |
---|---|---|---|---|
M (95% CI) d | M (95% CI) d | M (95% CI) d | ||
Sessions f | 16.27 (14.88, 17.67) | 17.00 (14.88, 17.66) | 0.73 (−1.11, 2.58) | 0.44 |
Pages per session f | 9.02 (8.69, 9.35) | 9.31 (8.69, 9.35) | 0.29 (−0.28, 0.86) | 0.31 |
Daily step count g | 9454.86 (9146.52, 9763.19) | 10,008.37 (9384.92, 10,631.83) | 553.52 (−143.58, 1250.62) | 0.12 |
Total step entries | 41.84 (38.87, 44.81) | 40.07 (37.43, 42.71) | −1.77 (−5.61, 2.07) | 0.37 |
Group/Challenge or Tournament Category | HR (95% CI) | p |
---|---|---|
Year Prior group a | Reference | |
SMC group b (unadjusted) c | 1.39 (1.24, 1.56) | <0.001 |
SMC group b (adjusted) d | 1.14 (1.01, 1.28) | 0.03 |
Participated in Challenge | Reference | |
Did not participate in Challenge | 3.70 (2.82, 4.85) | <0.001 |
Participated in Tournament | Reference | |
Did not participate in Tournament | 3.02 (2.70, 3.37) | <0.001 |
User Group | Percentage of Group Still Using Platform | ||
---|---|---|---|
75% | 50% | 25% | |
SMC group a | 0 day | 15 days | 30 days |
Year Prior group b | 7 days | 29 days | 43 days |
Both groups combined | 0 day | 21 days | 35 days |
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Share and Cite
Rayward, A.T.; Vandelanotte, C.; Corry, K.; Van Itallie, A.; Duncan, M.J. Impact of a Social Media Campaign on Reach, Uptake, and Engagement with a Free Web- and App-Based Physical Activity Intervention: The 10,000 Steps Australia Program. Int. J. Environ. Res. Public Health 2019, 16, 5076. https://doi.org/10.3390/ijerph16245076
Rayward AT, Vandelanotte C, Corry K, Van Itallie A, Duncan MJ. Impact of a Social Media Campaign on Reach, Uptake, and Engagement with a Free Web- and App-Based Physical Activity Intervention: The 10,000 Steps Australia Program. International Journal of Environmental Research and Public Health. 2019; 16(24):5076. https://doi.org/10.3390/ijerph16245076
Chicago/Turabian StyleRayward, Anna T., Corneel Vandelanotte, Kelly Corry, Anetta Van Itallie, and Mitch J. Duncan. 2019. "Impact of a Social Media Campaign on Reach, Uptake, and Engagement with a Free Web- and App-Based Physical Activity Intervention: The 10,000 Steps Australia Program" International Journal of Environmental Research and Public Health 16, no. 24: 5076. https://doi.org/10.3390/ijerph16245076
APA StyleRayward, A. T., Vandelanotte, C., Corry, K., Van Itallie, A., & Duncan, M. J. (2019). Impact of a Social Media Campaign on Reach, Uptake, and Engagement with a Free Web- and App-Based Physical Activity Intervention: The 10,000 Steps Australia Program. International Journal of Environmental Research and Public Health, 16(24), 5076. https://doi.org/10.3390/ijerph16245076