Tactic: FULL FUNNEL
The main challenge was increasing awareness for both vaccines but struggling to set clear direction and performance indicators.
Client: State Health Department
Campaign Duration: 3 months
Goal: Increase vaccination awareness with a heavy focus on reaching English and Spanish speaking parents
Geography: East Coast
9,212 Unique Link Clicks For Campaign 1
23,144 Unique Link Clicks For Campaign 2
+0.04% Increased the average CTR from 0.9%-0.13% for programmatic campaigns
STRATEGY & SOLUTIONS
- he client had a sizable budget to spend on campaigns to reach their goals of increasing awareness of two vaccines but struggled with setting a strategic direction and clear key performance indicators (KPIs).
- Our team worked closely with the client to understand their need to increase social engagement and grow traffic to their new website.
- The main focus of both campaigns was to use social media (Facebook) to increase vaccination awareness, social engagement, and website traffic .
- We recommended using Programmatic Display, Device ID, Pre-Roll Video, and Streaming TV to behaviorally and demographically reach parents, users interested in health, and Spanish speakers
- Paid Search and YouTube were utilized to additionally boost website traffic and video engagement.