Mixed-funnel media strategies, historical performance, and HCP marketing will help health and pharma marketers craft standout campaigns in 2024.
Do you remember the last ad that struck a chord with you or pushed you towards an action? Whether it’s information collection or a product purchase, all campaigns are planned around a specific call to action or a desired outcome. One of our latest clients, a political group, came to us with the challenge of igniting state-wide change.
With a pending veto referendum regarding state taxes on the horizon, the client needed the support of voters to choose against it. The political group’s goal was to increase awareness of the referendum and impact the audience’s vote. In order to carry out its vision, the group needed a strong digital partner that could develop a comprehensive digital strategy to reach voters across all devices and channels, and a campaign that could be quickly activated and optimized. Given the budget, this also needed to be done efficiently in order to receive the most bang for the buck.
With access to industry-leading research, data, campaign planning tools, and vast experience working on political campaigns (Thanks, Obama!), our team built a complete digital strategy for the client. To start, we used third-party research, historical data, and the client’s campaign objectives to recommend appropriate ad frequencies and budget allocations to efficiently reach the client’s desired markets. We also utilized the client’s existing data to establish device, inventory and audience targets, adding lookalike audiences with insight from third-party data segments. With only one month to deliver the budget, Centro’s analyst team closely monitored the campaign throughout its run time to ensure that all ads were performing optimally.
The campaign was a success. It delivered 17 million impressions, generated over 23,000 clicks to the client’s voter initiative website, and brought in over 2.5 million completed video views. The overall reach from the campaign equated to approximately 3,200 GRPs in every DMA across the state. But most importantly, the client achieved its goal of getting voters to veto the state referendum. Following this success, the client has started to work with Centro on similar ballot initiatives across the country.
At Centro, we offer a modern approach to digital media. With over 13 years and 100,000 campaigns to our name, we leverage advanced technology, proven tactics, and industry expertise to build campaigns around the channels and platforms that drive the greatest results for our client’s specific business needs. People and technology are at the heart of Centro, and are the essential parts in every #CentroInAction story.