case study
Paid social advertising grows engagement rates by 235%
A highly-successful five-month-long digital campaign was completed in 2019 for the client, boasting 39,000 social engagements and 38,000 clicks on ads.
However, COVID-19 forced the organization to re-think its format for 2020 – which resulted in the transformation of all physical activities into online awareness campaigns.
The transformation posed new challenges for 2020’s campaign, with the budget reduced to 30% of 2019’s spending, while the promotional time was now 80% shorter.
Consequently, the digital marketing strategy had to be reworked from scratch to accommodate changes in messaging, audience groups and sizes, budget and channels.
on social media
impressions
to website
click-through rates
website traffic
Organiser
Health-related awareness day
Target Audience
Healthcare professionals
Objective
Digital advertising campaign for health-related awareness day
Services
- Digital strategy planning
- Social media management
- Digital advertising and remarketing
With the reductions, the digital marketing strategy had to be reworked from scratch to accommodate changes in messaging, audience groups and sizes, budget and channels.
Given the shortened timeframe and budget, the following approach was taken:
- Audiences were defined according to stricter parameters
- Campaign goals were repositioned to remain relevant given the effects of the pandemic in the healthcare sector
Despite the limitations, the month-long campaign delivered strong performances, which helped the association achieve record-breaking attendance for its awareness day in 2020.
