Cycling toward a healthier lifestyle.

When the Department of Public Health asked us to promote HealthyDelaware.org — a resource to help Delawareans learn about cancer prevention, screening and treatment programs — we knew social media would play a key role.

We partnered social media with paid media to run promoted posts and kick-start engagement. To capture the spirit of a community promoting health, we paired a giveaway for two mountain bikes with tips on finding the best trails in the state. This sparked lots of organic discussion with people following the contest, who recounted fun experiences with the parks, proclaimed their love for bike riding and professed their desire to win the bikes.

Using promoted posts, we reached more than 262,000 people living in Delaware. Click-through rates were also impressive at 2.51% — well above industry benchmarks.

More than 1,600 people entered the contest, and two of them rode home on their new bikes.