The Hospital Association of South Africa (HASA) commissioned us to assist them with an awareness campaign that needing immediate launching.
The project was complicated by the need to target an incredibly specific audience, and HASA were looking to us for guidance around which digital channels would work with a very short lead time. We recommeneded Google Ads and LinkedIn Ads, which were well-received by HASA, and we had the campaigns running within two weeks.
The campaign was to run for six weeks only, we had to hit the ground running and optimise really quickly.
- Accurate Briefing – Working with an external agency for creative material, we knew we had to provide an accurate and tight brief on what creative was required. We put together a guide with image requirements, sizes, examples, and anything else that would mitigate design iterations. This was incredibly successful.
- Account Setup – With limited time, we had to create campaign structures quickly but ensure that they would allow for optimisation.
- Audience Definitions – Due to the very specific audience, we didn’t have time to leverage any research, so we used our knowledge of Google Ads and LinkedIn to match up audiences based on our understanding. We created audience lists using the data available to us within Google Analytics.
- Optimisation – We adapted our usual processes to cater to the limited flight time – This involved fast pivots within the accounts to ensure that we were targeting the right segments of the defined audiences.
Christopher and his team is an absolute pleasure to work with; they think outside of the box, they bring unique ideas and pay really close attention to the metrics. We are really appreciative of everything that the team provided us with.
Alan S
As this was an awareness campaign, conversions were not necessary. However, we created a number of conversion points regardless to optimise against – this involved metrics around engagement with the content on the website or interactions with video creative.
With Google Ads, we managed to drive two and a half million impressions and from that attracted roughly 120,000 clicks to the website. Considering the size of the audience, with was a great achievement. The average cost per click was incredibly low which allowed us to stretch the budget far.
Through LinkedIn Ads, we drove 4000 people to the website from a highly-focused audience and managed to grow the LinkedIn page decently relative to what we had to work with and the timeframe.
growth.
website.
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