Venture: DMI
DMI runs evidence-based media campaigns to change behaviors and improve lives.
Expert: Vincent Barr
Marketing, Analytics, and Experimentation Consultant
• Past clients include Google, Prudential Financial, OXO, and CitiBank
DMI partnered with Rippleworks to learn mobile marketing fundamentals for scale
Development Media International (DMI) runs evidence-based media campaigns to change behaviors and improve lives and health outcomes in low-income countries. DMI’s radio, television, and mobile campaigns are large-scale, high impact, and cost-effective.
DMI’s top priority was learning best practices and fundamentals of running a cost-effective social media campaign at scale in Sub-Saharan Africa. DMI partnered with Rippleworks to learn to design, measure, and improve a mobile campaign; understand how to reach specific target populations; and identify the skills and resources needed to effectively manage social media campaigns.
Our sessions with Rippleworks opened the door to a more sophisticated approach social media campaigning.
They came at a critical time, when the pandemic was kicking off and we were keen to expand our work on social media to reach audiences in Sub-Saharan Africa with critical health information.
The learnings from our sessions have been invaluable. They have allowed us to conduct large scale, targeted campaigns to combat COVID-19, and will continue to inform our social media campaigns moving forward. We are hugely grateful to have had the opportunity to benefit from the highest quality expertise in this area.
—DMI CEO Roy Head
DMI partnered with Rippleworks Expert Vincent Barr, who has consulted on marketing, analytics, and experimentation projects for clients including Google, Prudential Financial, OXO, CitiBank, ReTool, Teledoc, and Tory Burch. Together, they:
• Introduced the nuts and bolts of running a social media marketing campaign
• Learnings included: the mobile marketing framework, the funnel, key performance metrics segmented by funnel stage, channel suitability segmented by funnel state
• Demoed the targeting capabilities of Facebook, Google Display, and Youtube
• Identified skills and resources needed by the team to effectively manage cost-effective mobile campaigns
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