1
|
Hunsley M, Brown R, Young-Murphy L, Parry. 935 HOWFIT EXERCISE PLAN: DIGITAL ANALYTICS FOLLOWING SOCIAL MEDIA CAMPAIGN. Age Ageing 2022. [DOI: 10.1093/ageing/afac124.003] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Abstract] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/14/2022] Open
Abstract
Abstract
Introduction
Pandemic-related inactivity has had a considerable impact on older people, with attendant adverse effects on falls, health and wellbeing. HowFit is an innovative fitness plan designed in response to this epidemic to encourage sedentary people to get fit in their own homes. A PR campaign including a 1.4 million household leaflet drop (to mitigate digital exclusion), regional radio and Facebook advertising was embarked upon. We sought to evaluate the effects of the social media campaign on engagement with the HowFit resources online (www.howfittoday.co.uk).
Method
Three data sources were used to quantify the impact of the campaign: Facebook, Google Analytics and HowFit website registration data.
Results
The Facebook advert was seen 604,691 times, by 166,270 people, with 12,129 visiting the website on a least one occasion; average 4.74 pages viewed per visit. Eighty-four per cent were female. This preponderance was mirrored strongly in the number of new, female website visitors and registrations (78.17% and 86.75% respectively). Google Analytics shows that 83.38% of new visitors to the HowFit website were aged under 65 years; 69.5% of new website registrations were aged 60 years and over.
Conclusion
The HowFit social media campaign was successful in reaching a large number of individuals and led directly to engagement with the HowFit website. There was a high proportion of younger viewers/users, though it is uncertain whether these were visiting for themselves or on behalf of older users, and a preponderance of female visitors. If extrapolated to the whole UK, a similar campaign could result in over 3,600,000 interactions with the HowFit publicity and 266,838 people visiting the website at least once. Further work is needed to establish actual exercise patterns and sustainability of the programme while ensuring digital exclusion does not compromise the ability of the target populations to benefit.
Collapse
Affiliation(s)
- M Hunsley
- North Tyneside Clinical Commissioning Group
| | - R Brown
- North Tyneside Clinical Commissioning Group
| | | | - Parry
- North Tyneside Clinical Commissioning Group
| |
Collapse
|