Average Mohamed COVID-19 Facebook Ad Campaign

Average Mohamed is a 501 (c)(3) organization founded by Minneapolis-based cartoonist, Mohamed Ahmed. Founder and Executive Director Mohamed Amin Ahmed, is a Somali American business owner who was recognized as a Bush Foundation Fellow in 2017, and the President of Free Muslim Coalition Against Terrorism in Minnesota. Mohamed Ahmed migrated to the United States from Somalia approximately 25 years ago and has played numerous roles in both civic and corporate worlds. Over the past four years the organization has created 25 short animated cartoons distributed through social media which feature the main character, Average Mohamed, addressing topics such as identity in Islam, free speech, and justice.
Average Mohamed is just that: an average person using plain language to speak directly to youth in Minnesota and elsewhere who are being targeted by the extremist message of organizations such as Al-Shabab and ISIS. The mission of Average Mohamed is to use ideas to defeat ideas, to find local solutions to global problems, and to promote peace, anti-extremism, and democracy to kids where they are: on social media.
Average Mohamed created a cartoon targeted at COVID-19, with tips on what to do to avoid catching the virus, as well as prevent the spread. The cartoon has three versions, English, Somali, and Swahili. The cartoon includes quotes such as “Excuse me, please stay six feet far away from me;” “I wash my hands frequently with soap for at least twenty seconds, and I wear a face mask;” and “Listen to government orders, given by science to save ourselves.” We created the cartoon to act as an advertisement to convince individuals to follow safety precautions to prevent the spread of COVID-19. Through our partnership was Facebook, our campaign was funded by Facebook advertising credit.

FIRST ROUND

We launched our first round of the three videos on Facebook on December 8, 2020, and ran them for ten days until December 18, 2020. We funded the same amount per day for each advertisement. The caption for each video was “Are you social distancing, washing your hands, and following quarantine laws to avoid getting COVID-19?” in English, Swahili, and Somali.
The English version targeted Minneapolis and Saint Paul in Minnesota, United States, and then Nairobi, Kenya, as well as Kampala and Jinja in Uganda. The largest engagement from a location was Nairobi, with 266,620. The video has 34,495 link clicks, a total reach of 530,809, and post engagement was 156,111. The total number of times a user played the video for at least three-seconds was 119,825. There were 1,519 post reactions, 155 post shares, and 31 comments. Users were 57.2% Men and 42.8% Women. The largest age group was 25-34, and the smallest age group was 13-17.
The Swahili version targeted many cities in Kenya, Nigeria, Uganda, and Tanzania, including Mombasa, Dar es Salaam, and Kampala. The largest engagement was in Dar es Salaam, with 501,376. The video has 35,231 link clicks, a total reach of 770,048, and post engagement was 314,578. The total number of times a user played the video for at least three-seconds was 274,917. There were 14,070 post reactions, 188 post shares, and 72 comments. Users were 53.2% Men and 46.8% Women. The largest age group was 25-34, and the smallest age group was 13-17.
The Somali version targeted Kenya, Somalia, and Djibouti, including Hargeisa, Burco, and Garissa. The largest engagement was in Banaadir with 610,043. The video has 101,430 link clicks, a total reach of 907,512, and post engagement was 585,743. The total number of times a user played the video for at least three-seconds was 478,928. There were 3,487 post reactions, 1287 post shares, and 127 comments. Users were 54.6% Men and 45.4% Women. The largest age group was 25-34, and the smallest age group was 13-17.
Looking at the numbers, it is evident that the Somali version was by far the most successful, with a total reach of 907,512, as compared to 770,048 for the Swahili version, and 530,809 for the English version. Although somewhat ironically, a typo in our Somali language message helped further the reach, since Somalis were sharing the video and making fun of it. However, this means they read the message, which is our goal.

SECOND ROUND

We launched our second round of the three videos on Facebook on December 28, 2020, and ran them for five days until December 18, 2020. We funded the same amount per day for each advertisement. For this round, we changed one detail – the caption for all the videos were in English – “Are you social distancing, washing your hands, and following quarantine laws to avoid getting COVID-19?”
The English version targeted Minneapolis and Saint Paul in Minnesota, United States, and then Nairobi, Kenya, as well as Kampala and Jinja in Uganda. The largest engagement from a location was Kampala, with 195,200. The video has 15,017 link clicks, a total reach of 415,040, and post engagement was 99,801. The total number of times a user played the video for at least three-seconds was 83,748. There were 934 post reactions, 52 post shares, and 13 comments. Users were 60.2% Men and 39.8% Women. The largest age group was 25-34, and the smallest age group was 13-17.
The Swahili version targeted many cities in Kenya, Nigeria, Uganda, and Tanzania, including Mombasa, Dar es Salaam, and Kampala. The largest engagement was in Nairobi, with 112,320. The video has 7,705 link clicks, a total reach of 256,320, and post engagement was 83,865. The total number of times a user played the video for at least three-seconds was 76,100. There were 582 post reactions, 69 post shares, and 10 comments. Users were 54.3% Men and 45.7% Women. The largest age group was 25-34, and the smallest age group was 13-17.
The Somali version targeted Kenya, Somalia, and Djibouti, including Hargeisa, Burco, and Garissa. The largest engagement was in Banaadir with 409,345. The video has 51,293 link clicks, a total reach of 820,993, and post engagement was 263,473. The total number of times a user played the video for at least three-seconds was 209,807. There were 1,827 post reactions, 428 post shares, and 71 comments. Users were 61.9% Men and 38.1% Women. The largest age group was 25-34, and the smallest age group was 13-17.
Looking at the numbers for the second round, it is evident that the Somali version was by far the most successful, with a total reach of 820993, as compared to 256,320 for the Swahili version, and 415,040 for the English version.

Leave a Reply

Your email address will not be published. Required fields are marked *

3 × 5 =