BACKGROUND

Reaching and engaging individuals, especially young adults, in web-based prevention programs is challenging. 'No Money No Time' (NMNT) is a purpose built, healthy eating website with content and a social marketing strategy designed to reach and engage a young adult (18-34 year olds) target group. The aim of the current study was to conduct a process evaluation of the 12-month social marketing strategy to acquire and engage NMNT users, particularly young adults.

METHODS

a process evaluation framework for complex interventions was applied to investigate the implementation of the social marketing strategy component, mechanisms of impact and contextual factors. Google Analytics data for the first 12 months of operation (17 July 2019 to 17 July 2020) was evaluated.

RESULTS

in year one, 42,413 users from 150+ countries accessed NMNT, with 47.6% aged 18-34 years. The most successful channel for acquiring total users, young adults and return users was via organic search, demonstrating success of our marketing strategies that included a Search Engine Optimisation audit, a content strategy, a backlink strategy and regular promotional activities. For engagement, there was a mean of 4.46 pages viewed per session and mean session duration of 3 min, 35 s. Users clicked a 'call-to-action' button to commence the embedded diet quality tool in 25.1% of sessions. The most common device used to access NMNT (63.9%) was smartphone/mobile. Engagement with 'quick, cheap and healthy recipes' had the highest page views.

CONCLUSIONS

findings can inform online nutrition programs, particularly for young adults, and can apply to other digital health programs.