NHS
Digital marketing partner for the NHS
We were first approached by the NHS to promote the flu vaccine to specific target markets in various locations around the North West. The aim of the campaign was to increase uptake of the vaccine amongst the immunocompromised, pregnant women, and young children.
Targeted Facebook advertising campaign
Through targeted Facebook and Instagram ads, we effectively reached the NHS’ key audiences, including pregnant women, caregivers, and residents in areas with low vaccination uptake. Our messaging focused on educating these groups about the importance of the flu vaccination.
Display Marketing (Google Display Network) & Forum Advertising
Leveraging Google’s Display Network (GDN), which spans over 2 million websites, YouTube channels, and apps, we were able to strategically target specific audiences through visually engaging banner ads. With GDN reaching approximately 90% of global internet users, this platform offered us a powerful opportunity to place ads on relevant sites of interest, enhancing the visibility of our campaign.
Additionally, placing ads on pregnancy related YouTube channels and apps, as well as websites like Mumsnet, further ensured we were connecting with our target demographic where they spend their time.
PPC
Using Google Ads we were able to target specific audiences based on their search queries. For instance, by targeting users searching for terms related to flu vaccinations during pregnancy, we ensured our messaging reached individuals actively seeking this information. This approach allowed us to deliver relevant, timely content that directly addressed their needs, maximising both the effectiveness and impact of the ads.
Influencers and Celebrities
We sourced, contacted, and briefed ‘mummy influencers’ as a way of spreading awareness and increasing uptake of the flu jab in young children and pregnant women.
We also built partnerships with celebrities such as Dr Alex (Love Island) and Dr Ranj (TV presenter).
An ongoing partnership
Due to the success of the flu campaign which saw uptake of the flu jab increase in our target markets, we were asking to manage digital campaigns covering the winter illnesses, respiratory conditions, and mental health support.
Awarded the COVID-19 campaign
Following the success of our previous campaigns, the NHS then awarded the agency a contract to work on their COVID-19 campaigns, which commenced in February 2021.
The COVID-focused campaign aimed to promote services available to those affected by the pandemic, such as health screenings, mental health, respiratory and cancer concerns, as well as isolation. There was also a focus on vaccine take-up and the promotion of pop-up immunisation centres.
We were tasked with maximising a relatively small budget whilst increasing reach, engagement, and ultimately take-up of the COVID jab.
Paid social media
Similar to our flu vaccination campaign, we used social media ads to target key audiences, including pregnant women and caregivers, with tailored messaging emphasising the importance of the COVID-19 vaccine. By leveraging Facebook and Instagram’s advanced targeting features, we reached individuals within NHS key demographics, delivering clear, engaging content to boost vaccination uptake among these groups.
Display and forum advertising
By strategically placing tailored banner ads highlighting the importance of the COVID-19 vaccine on relevant websites, YouTube channels, and apps within the GDN, we reached individuals within NHS key demographics, delivering visually engaging content to encourage increased vaccination uptake.
It was a privilege to work with the NHS supporting them with vital campaigns. We were delighted to use our expertise across a full array of channels to help get our targeted messages to their intended audiences.