Back in July 2018, we received an interesting brief from a partner agency – Walter Wakefield – to develop a digital campaign to promote specific clinical trials in a specific region within Sydney and to a number of groups including migrant communities who don’t speak English as a first language or have very limited understanding of it.
We predicted that it would not be easy to find the audience interested in becoming part of clinical trials.
Facebook and Google are very restrictive towards medical campaigns, due to risks associated, hence the restrictions towards the claims a brand can do or things it can show make things even more difficult.
We identified a couple of assets on our side. Ingham institute’s reputation and the NSW Health logo were major assets, with the NSW Health logo as an invaluable trusting element.
We created a series of simple videos, targeting the persona users in their own language. We were lucky, we found the audience pretty early in the test phase and the conversions started flowing.
We also ran search ads in specific regions and optimised for high converting keywords.
Users: + 870
Sessions: + 1,025
Goal completions (people interested in being part of Clinical trials): + 2820 %
Goal conversion rate: + 163%
Recommendation via Linkedin: Adrian Kotik – Director Walter Wakefield.