Repro46: Magon’s Story
How MtoM turned a single personal story into a statewide video awareness campaign that reached 187K+ people, drove 2,100+ conversions, and built a thriving social community—all while beating industry benchmarks by 8–11x.
A new nonprofit trying to reach the hardest-to-reach Oklahomans.
Repro46 is a 501(c)(3) nonprofit founded in March 2024 as a sister organization to We Are Rising. Its mission is to bring Oklahomans from across the political spectrum together for respectful, accessible conversations about reproductive health care.
When Repro46 came to MtoM, the organization had a small digital presence, no ad infrastructure, and limited brand recognition. The challenge was threefold:
- Awareness: Introduce Repro46 as a credible, nonpartisan voice to a statewide audience that had never heard of it.
- Geography: Reach rural and suburban communities outside Oklahoma City and Tulsa, where digital ad targeting is more difficult and media consumption skews toward TV and Facebook.
- Engagement: Move viewers from passive awareness to active engagement—following on social, visiting the website, and eventually subscribing to email updates.
Video-first. Story-driven. Full-funnel.
MtoM designed a full-funnel campaign anchored in personal storytelling rather than political messaging. The approach centered on a real Oklahoman’s experience to build trust and emotional resonance with a politically diverse audience.
Creative Development
MtoM developed the concept, wrote the script, and produced the video content. The centerpiece was Magon’s Story—a first-person account of an Oklahoma woman who, after learning her baby had a fatal condition at 14 weeks, was forced to travel over 600 miles to New Mexico to receive medical care her doctors could not legally provide at home.
The video was produced in multiple formats to maximize platform performance:
- Full version (1:30): The complete narrative arc designed for YouTube in-stream and Facebook feed placements.
- 30-second cut: A condensed, high-impact edit optimized for Reels, Stories, and skippable pre-roll.
- 10–15 second variations: Short-form bumper edits for retargeting and frequency-building.
Text overlays reinforced key moments even when viewed with sound off—critical for mobile-first Meta placements where the majority of video is consumed on mute.
Messaging Framework
MtoM developed multiple ad caption and headline variations for A/B testing, organized around three strategic angles:
- Personal & narrative: “Magon’s Story: 600 Miles for Medical Care”—empathy-driven, storytelling-first.
- Rights & advocacy: “Health Care, Not Politics”—direct and resolute, framing the issue around medical freedom.
- Safety-first: “Protect Medical Freedom”—lowest flag risk, focused on the doctor-patient relationship.
Platform Strategy
The media buy was split across Meta (Facebook and Instagram) and Google (YouTube and Display), with each platform playing a distinct role:
- Meta: Primary driver of engagement, clicks, and social following. Placements included Reels, Feed, and Stories, optimized first for video views and later shifted to leads and social follows.
- Google/YouTube: Skippable in-stream and in-feed video ads optimized for completed views and cost-efficient reach, with leads campaigns added as performance data came in.
Geographic targeting prioritized Oklahoma residents outside the OKC and Tulsa metro areas, with a broad audience across political affiliations.
Campaign Landing Page
All paid ads drove traffic to a dedicated landing page on the Repro46 website, designed to continue the story, build trust, and convert visitors into followers and subscribers.
The campaign landing page features Magon’s full video, her story in context, and calls to action for social follows and email sign-ups—the primary conversion points for the campaign.
From a small digital presence to statewide engagement in three months.
The campaign ran from March 1 through May 28, 2026, across two reporting periods. Performance improved significantly as MtoM optimized targeting, creative rotation, and budget allocation.
Google / YouTube Performance
| Metric | Period 1 (Mar–Apr) | Period 2 (Apr–May) | Change |
|---|---|---|---|
| Impressions | 377.1K | 329.9K | −19% |
| Clicks | 4,394 | 19,482 | +343% |
| Conversions | 158 | 1,729 | +994% |
| CTR | 1.17% | 5.91% | +405% |
| Avg CPC | $0.82 | $0.22 | −73% |
| Total Spend | $3,589 | $4,248 | — |
| Video View Rate | 38.28% | 8.24%* | — |
*View rate decreased as budget shifted from awareness/video views to leads campaigns—a deliberate strategic pivot based on performance data.
Meta (Facebook & Instagram) Performance
| Metric | Period 1 (Mar–Apr) | Period 2 (Apr–May) | Change |
|---|---|---|---|
| Impressions | 179.4K | 197.6K | +10% |
| Reach (Unique People) | 88,964 | 98,242 | +10% |
| Clicks | 18,013 | 15,545 | −14% |
| CTR | 10.04% | 7.87% | — |
| Avg CPC | $0.21 | $0.27 | — |
| ThruPlays | 20,791 | 22,345 | +7% |
| Cost per ThruPlay | $0.18 | $0.19 | — |
| Ad Spend | $3,800 | $4,201 | — |
Top-Performing Ad Variations (Google)
| Ad | Impressions | Clicks | Conv. | Conv. Rate | Cost/Conv. |
|---|---|---|---|---|---|
| Leads – Short 1 | 600 Miles | 212,141 | 14,041 | 1,318 | 7.04% | $2.00 |
| Leads – Long 2 | 600 Miles | 52,703 | 3,488 | 280 | 2.47% | $3.02 |
| Leads – Long 1 | 600 Miles | 34,060 | 1,914 | 127 | 1.08% | $4.55 |
The short-form “600 Miles” creative was the clear top performer, driving the highest volume at the lowest cost per conversion.
Consistently outperforming industry standards.
Building a community from the ground up.
| Metric | Value |
|---|---|
| Facebook Page Follows | 321 (+120%) |
| New Facebook Follows (Period 2) | 178 (+514%) |
| Instagram Followers | 1,475 |
| Instagram Followers Gained (Period 2) | 286 (+99%) |
| Facebook Page Views | 1,157 (+354%) |
| Facebook Engagement Rate | 75.76% |
| Instagram Reach | 126K (+137%) |
What we learned—and optimized for in real time.
- Email sign-ups were a tough initial conversion. The organization was unknown and the email value proposition wasn’t well-defined. When we shifted the conversion objective to social media following, conversions increased dramatically.
- Google Leads outperformed Google Video Views. CPC was significantly lower for the leads campaign. We reallocated budget accordingly, and conversions surged from 158 to 1,729.
- Short-form video won on performance. The 30-second “600 Miles” cut drove the highest click volume and lowest cost per conversion across all ad variants.
- Story-driven creative held attention. Video completion rates exceeded YouTube benchmarks by over 50%, proving personal narrative outperformed issue-based messaging.
- Meta and Google worked as a full-funnel system. YouTube drove awareness at the top; Meta drove engagement and social follows at the middle and bottom.
- Tulsa targeting proved effective. Once city-level data became available, Tulsa showed 23,951 impressions and 1,588 clicks on traffic, plus 8,080 impressions and 1,195 clicks on leads—validating the geographic strategy beyond OKC.
What MtoM delivered.
The videos we produced.
MtoM developed multiple video formats and ad variations to test messaging, length, and creative approach across Meta and YouTube. Here are the campaign videos.
From a small presence to statewide impact in 90 days.
In three months, MtoM took a new nonprofit with a small digital presence and turned a single personal story into a statewide awareness campaign that reached over 187,000 unique people, generated over 2,100 conversions, drove 35,000+ clicks, and built a social community of nearly 1,800 followers across Facebook and Instagram—all while maintaining costs far below industry benchmarks.
The campaign proved that authentic, story-driven video content—paired with smart platform strategy and continuous optimization—can drive meaningful engagement even in politically sensitive spaces and hard-to-reach geographies.
This framework is now a repeatable model for Repro46’s next video campaigns, with new stories and new faces ready to build on the foundation Magon’s Story established.