Facebook Drives DKT International Campaigns In Brazil, Mozambique

The Facebook portion of a recent online ad campaign that ran in Brazil was so successful that the part of the budget initially allocated for portal banners was put exclusively into Facebook ads instead.

The Facebook portion of a recent online ad campaign that ran in Brazil was so successful that the part of the budget initially allocated for portal banners was put exclusively into Facebook ads instead.

MediaPost reported that in some 45 days, the length of the online ad campaign by DKT International — a nonprofit organization that promotes safe sex and AIDS/HIV prevention, aimed at men aged 18 to 25 — for Preservativos Prudence (Prudence Condoms) attracted some 30,000 Facebook likes.

Ads encouraged Facebook users to like the Facebook page and/or directed users to a website where they could participate in a questionnaire related to sexual experience, register for a newsletter, or purchase products.

The survey also asked people to name their favorite condom brand. Some 250,000 unexpected pregnancies and 10 million infant deaths were reportedly prevented in Brazil as a result of DKT’s Condom Tester Program, which took place in 2011.

In Mozambique, where one in five women who would like family planning can’t access it, DKT International runs a Facebook page, Íntimo Planeamento Familiar, with more than 11,000 likes, where responses to women’s questions are posted to provide information about appropriate contraceptive methods.

Readers: Where has your team tried Facebook campaigns abroad? How have success rates been by country?