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Association of Ontario Midwives

Challenge
To reach people actively planning a pregnancy or who are in the early stages of a pregnancy
Solution
Artificial Intelligence

Guru partnered with an artificial intelligence mobile platform that targets people based on what they are sharing in social media, how they are feeling when they post it, and where they are going based on their mobile phone data.

Specifically we identified posts that indicated people were expecting by what they were posting online in social media (e.g., “We’re pregnant!“, “Going to our first ultrasound”) or images they were sharing (e.g., baby bump selfies, ultrasounds). Then the next time they were on their mobile device on a different site, they were served an ad letting them know about home birthing options.
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Click-through rate for this program was incredible, averaging 1.7% for units with an industry average of 0.08%.