Case Study | Make the Connection

Shared Experience and Support for Veterans
U.S. Department of Veterans Affairs

GOALS
With Make the Connection, the U.S. Department of Veterans Affairs (VA) brings former Service members and their loved ones information, resources, and support for challenges affecting their lives. With Facebook, the campaign seeks to:

RESULTS
The page is the fastest growing in the military or government spheres to date. Within the first six weeks of launch, the page saw:

•  Foster informed dialogue surrounding Veteran mental
health

•  Fan growth in excess of 540,000 •  Nearly 35 million users reached •  10% of fans commenting on, sharing, or liking posts on a
weekly basis – five times greater than the average rate of engagement for pages in this sphere

•  Influence Veterans and supporters to take action and
promote help-seeking behavior

•  Integrate Facebook with MakeTheConnection.net to
increase the reach and sharing of rich media content

•  Quadruple digit shares on page posts •  CTR nearly 3X that of the vertical average thanks to
homepage placement and ongoing optimizations

•  Host a moderated forum and provide answers to users’
questions on mental health care and Veteran benefits

APPROACH
VA worked with Reingold, Inc. to build a comprehensive strategy to create a thriving community on Facebook. CONTENT

“Bringing our Veterans’ voices to the Facebook platform has allowed us to spread the message of support and recovery to new audiences throughout the country, targeting those who can most benefit. ”
—Dr. Sonja Batten, VA’s Deputy Chief Consultant for Specialty Mental Health

•  A rich page posting and tab creation strategy includes a
balance of videos, photographs, links to online tools and resources, and calls to action

•  All language, images, and rich media content is
thoroughly reviewed by VA mental health experts to ensure messaging is evidence-based OUTREACH

•  Marketplace Like Ads target Veterans, friends of page
fans, and military supporters

•  Page Like Sponsored Stories empower fans to influence
their friends to like the page and underscore the theme of community support for Veterans and recognition of Veteran strength ENGAGEMENT
Make the Connection Page

 

•  Premium and Marketplace Page Post Ads make it easy
for Veterans and friends of fans to view and interact with content

•  Page Post Like Sponsored Stories provide social context
when highlighting page post engagement to friends of fans

Premium Page Post Ad

 

Marketplace Like Ads

 

Facebook.com/VeteransMTC Facebook: Building Essential Connections

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