Work March 31, 2022

Delivering Digital Marketing Results: BMH Baby Fair 2021

By leveraging digital marketing, social media and media relations strategies, inferno promoted the Baptist Memorial Hospital – DeSoto annual Baby Fair for expectant mothers in April of 2021. Due to Covid-19, the event included a safe and socially distanced drive-by event held in the Baptist DeSoto parking lot on May 1.

The event included:

  • Mother/baby care before birth information
  • Expectant mother classes
  • A team of doctors sharing their expertise
  • An opportunity to register to win a grand prize
  • Free birth bag giveaways


The objective was to increase awareness and promote Baptist DeSoto as the chosen destination for mother/baby care before and after birth, childbirth and overall women’s health in Northern Mississippi.

Target Audiences:

The primary audience included expecting mothers who live in DeSoto, Marshall, Tunica and Tate Counties. The secondary audience included PCPs who refer OB/GYNs. The tertiary audience was young women who could potentially become pregnant in the future.

Media Relations:

inferno identified media opportunities to promote the event from a public relations perspective which included drafting and distributing press releases, as well as targeted pitches to promote the entire Women’s Pavilion at Baptist DeSoto.

Digital Presence and Advertising:

inferno promoted the event organically on Facebook, Twitter and Instagram, which included creating an event and boosted posts on Facebook prior to the event. The posts focused on information on mother/baby care before birth that is available to young mothers.

The digital advertising campaigns ran on Facebook, Instagram and Google Search in March and April to attract attendees who fit the ideal demographic of expectant and new mothers.


Campaign Creative:

Facebook and Instagram Ads


Facebook and Instagram Event and Boosted Post







Google Search




Campaign Results:


Boosted Post

March 18, 2021

Reach 975

Engagements 29


April 17, 2021

Reach 1,264

Engagements 40


April 26, 2021

Reach 1,591

Engagements 82


April 30, 2021

Reach 3,714

Engagements 82


Facebook Event

Reach 28,455

Responses 499


Facebook and Instagram Advertising

Impressions 114,929

Reach 17,669

Clicks 1,734

CTR 1.51%

CPC $0.36


Google Search

Impressions 39,267

Clicks 801

CTR 2.04%

CPC $0.92


The 2021 Baptist Memorial Hospital – DeSoto Baby Fair was a highly successful event. The Public Relations and Digital Advertising efforts resulted in an overflow of drive through participants on May 1st. Vehicles were lined up for hours to enter the Baptist DeSoto parking lot and participate in the event. Organizers even extended the event time by an additional hour due to the number of vehicles still lined up at the entrance of the parking lot after 1 p.m. when the event was originally scheduled to end. Overall, the Baptist DeSoto staff and venders were able to speak with hundreds of expectant mothers who were interested in the services Baptist Memorial Hospital provides for mothers and babies in the DeSoto County area.

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