Stopping COVID-19 in Its Tracks: A Mass Health Connector Advertisements Campaign
As the COVID-19 pandemic surged across the globe, the Mass Health Connector recognized the need for a strategic and impactful response. In collaboration with Archipelago Strategies Group (ASG), we embarked on a transformative advertising campaign between April 2020 and February 2021. Our mission was clear: to halt the spread of COVID-19 in communities that had been hit hardest by the virus. This case study delves into our innovative approach and the profound impact of our Google and Display ad campaign.
About Mass Health Connector
The Massachusetts Health Connector, founded in 2006, stands as a pioneering state-based marketplace. It was established to provide high-value healthcare coverage to individuals and small businesses within the Commonwealth. Beyond this vital mission, it also serves as a central hub for driving policy and outreach efforts to expand and enhance healthcare coverage, both at the state and federal levels.
Impact and Results
Research, Multilingualism, and Creativity
- Research and Targeting: We began by meticulously researching the unique needs and demographics of the most affected areas. This provided the foundation for a highly targeted approach that would resonate with the local population.
- Multilingual Engagement: Recognizing the rich diversity within these communities, we developed Google display ads in multiple languages, including Spanish, Portuguese, and Chinese. ASG’s translation expertise ensured that vital COVID-19 information was accessible to all residents, regardless of their primary language.
- Creative Empathy: ASG’s creative assets were more than just graphics and copy; they were expressions of empathy and understanding. Our visuals, videos, and ad content were designed to convey the urgency of COVID-19 prevention measures while respecting the unique cultural contexts of our target audience.
The results of the “Stopping COVID-19 in Its Tracks” campaign speak volumes:
- Impressions: A staggering 8.6 million impressions were generated by our campaigns, demonstrating that our message reached a vast and engaged audience within our target communities.
- Clicks: Over 48,300 clicks on our ads revealed the campaign’s success in driving traffic to crucial COVID-19 resources and information, making a tangible impact on public health.
- Average CPC (Cost Per Click): The average CPC for Google ads stood at $2.11, while our Display ads achieved an impressive average CPC of just $0.31. These cost-effective figures underscore our ability to maximize the campaign’s reach and impact.
The “Stopping COVID-19 in Its Tracks” campaign, led by Mass Health Connector and ASG, exemplifies the potency of strategic digital advertising during times of crisis. By employing targeted, multilingual ads and culturally sensitive creatives, we successfully educated and informed the communities hardest hit by COVID-19. Our outstanding results, including millions of impressions and a remarkably low CPC, serve as a testament to the effectiveness of this crucial public health initiative.
Link Clicks on Google Ads
The average CPC for Display Google Ads
Impressions on Google ads