Healthcare – State Health Department
Overview
Client
State Health Department
Campaign Length
3 months
Total Investment
$260,000+
Objectives
Boost awareness about vaccinations, with a strong emphasis on reaching English and Spanish speaking parents
Products Utilized
Programmatic Display, Device ID, Pre-Roll Video, Streaming TV, YouTube, Social Media, Paid Search
Results
1,642
new social media page likes
9,212
total unique link clicks for Campaign 1
23,144
total unique clicks for Campaign 2
+0.04%
increased the average clickthrough rate from 0.09% – 0.13% for programmatic campaigns
Strategy & Solutions
- The client had a substantial budget allocated for campaigns aimed at raising awareness of two vaccines. However, they faced challenges in defining a strategic direction and establishing clear key performance indicators (KPIs).
- Our team collaborated closely with the client to grasp their objective of enhancing social engagement and driving traffic to their newly launched website.
- Both campaigns primarily utilized social media, specifically Facebook, to heighten awareness about vaccinations, increase social engagement, and drive traffic to the website. We suggested employing Programmatic Display, Device ID, Pre-Roll Video, and Streaming TV to target parents, individuals interested in health, and Spanish speakers based on their behaviors and demographics.
- To further amplify website traffic and video engagement, Paid Search and YouTube were incorporated into the strategy.
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