Canadian Veterinary Medical Association Tick Talk Campaign
A multi-province public awareness campaign about tick prevention and Lyme disease.
"Working with Samantha was a pleasure. As a third-party consultant, she integrated into our team seamlessly. Her expertise allows us to not only reach our social media campaign targets, but to exceed them. I look forward to working with Samantha in the future and wholeheartedly recommend her to others."
Lori · Manager, Communications and Public RelationsObjective
To raise awareness of tick prevention and identifying Lyme disease in animals amongst pet owners and hunters, anglers and trappers in Alberta, British Columbia, Manitoba, Nova Scotia, Ontario, Quebec, Saskatchewan, and New Brunswick.
Challenges
The overall project did not have a streamlined marketing strategy to bring together and align all project teams and stakeholders.
Three stakeholder organizations with varied, unique interests and multi-org project teams.
The website was managed by another third-party provider and any changes required sign-off from two of the three stakeholder organizations.
Services
- Audience research and personas.
- Paid campaign strategy.
- Creative direction.
- Social media channel campaign branding and UX optimization.
- Facebook and Instagram advertising implementation, copywriting, Pixel set up and event tracking, A/B testing, monitoring and reporting.
- Organic social media marketing support.
- Website UX recommendations: ticktalkcanada.com.
- Google Analytics reporting.
- Advertising budget: $5,000.
Results
- Based on the key performance indicators for the overall campaign objectives, website visits were surpassed by 77%, engagement rate surpassed by 14%, ad link clicks surpassed by 55%, and video views surpassed by 147%.
- Facebook page likes/followers increased by 175% and Instagram followers increased by 150%.
- Website on-page time increased by 57%, events per session increased by 7% and engagement rate increased by 16%.
- The official campaign hashtags #TickTalk and #TiqueToc received 335 mentions combined, 464,200 reach combined, and 1,411 interactions combined.
This campaign was in collaboration with One Marketing agency.
Campaign creative
