Achieving 2.17 Million Additional Impressions and Reaching Over 1 Million People for a Lateral Flow Testing Campaign

SEO (Search Engine Optimisation)
UK-Based Service Provider for Community Pharmacy Networks

Objectives

  1. Rapidly increase awareness of Lateral Flow Testing availability across the Midlands during the Government’s 2021 rollout.
  2. Drive bookings for Lateral Flow Tests, either online or through increased footfall at local pharmacies.
  3. Emphasise the importance of reporting test results to comply with public health guidelines.

Challenges

The client, responsible for procuring, managing, and delivering services in partnership with commissioners and the community pharmacy network across the UK, needed to reach a large audience quickly during the COVID-19 pandemic. The campaign’s success hinged on accurately following the latest Government guidelines and adhering to strict Facebook Advertising policies, given the sensitive nature of the messaging around Covid-19 testing.

Results

1,084,615 individuals

Reached across Midlands

2,174,825 impressions

Generated boosting site visibility

5,779 unique visitors

Driven to the website facilitating online bookings and providing information on testing locations

Strategy

Our team implemented a multi-faceted social media strategy focusing on:

Social Media Management & Ads:

  • Brand Awareness Campaigns: Launched multiple campaigns to rapidly increase awareness of Lateral Flow Testing services across the Midlands.
  • Traffic & Engagement Campaigns: Tested various campaign types to determine the most effective method for driving bookings and generating footfall for local pharmacies.
  • Government Guidelines Compliance: Ensured all advertising content aligned with the latest Government guidelines and Facebook’s Advertising policies.
  • Creative Messaging: Developed and refined ad copy and visuals to communicate the importance of Lateral Flow Testing and the need to report test results after completion.

Conclusion

Through a carefully crafted and responsive social media strategy, we successfully amplified the client’s message during a critical period, achieving over 2 million impressions and reaching more than 1 million people. The campaign’s success in driving traffic and raising awareness underscored our ability to execute effective social media campaigns under stringent guidelines.

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Cheshire (Head Office)

Manchester

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