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Promote the portal to Canadians needing help and support for learning about and coping with pain, mental health, and substance abuse, and encourage account registrations and the use of online resources.
A national marketing campaign to provide Canadians with online health care resources
Maxime Lê
Objective
Challenges
Services
Collaborated with the client’s health communications consultant.
Developed a digital advertising strategy, including account audits and analysis, audience personas, channel recommendations, ad creative and copy, website UX for conversion optimization, KPIs, and performance tracking and measurement.
Advertising management, copywriting, data tracking, A/B testing, performance monitoring, and reporting.
Creative direction in collaboration with communications consultant.
Organic social media marketing support.
Ongoing website UX direction and marketing optimization.
Managed advertising budget of $17,000.
Results
Over 8 million tracked impressions from nearly 4 million Canadian users.
190,000 tracked website visits (campaign goal was 100,000).
$0.66 total average cost per click ($0.10 per click the last two months of campaign after learnings and optimization)
995 tracked account registrations.
Campaign website traffic attributed to 70% of all traffic sources.
Overall website engagement time increased 35% compared to pre-campaign period.
Views for online resources increased 82% and average engagement time increased 15%.
This campaign was in collaboration with Lê & Co. Health Communication
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Facebook and Instagram were the primary campaign social channels
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A large portion of campaign advertising was Google search and display ads for the best ROI
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Facebook and Instagram ads
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Data tracking was implemented for key website user behaviours, such as clicks on resource buttons and account creation
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