After the 90 day promotional period, the campaign surpassed the read count goal of 50K reads by 5,000, for a total of 55,000 reads across the three campaign stories. These stories saw a 2.6% click through rate,10x the average industry standard for branded content, and of that, a 2.4% conversion rate.
The campaign had a wide reach; across the 90 day period, the stories generated 1.6 million social impressions, and a total of 4,300 hours of engaged reading time spent on the content, resulting in active education related directly and indirectly to hims’ brand. Studies show that overall top-of-mind awareness for brands increased by 55% after engaging with branded content for just 20+ seconds; the highest engaged-with story in the hims campaign garnered an average time on page of over five and a half minutes, indicating not only that the content was engaging and helpful for readers, but also that the campaign successfully generated brand awareness and recall.
This campaign story in particular—which saw an engagement time 450% higher than the industry average—featured sexual health products, which are notably difficult to advertise due to social media’s content restrictions. By giving hims access to Vocal’s niche audiences and taking a storytelling approach to marketing, Vocal for Brands was able to raise significant awareness for even hims’ most difficult-to-promote products.