The channel plan for the campaigns was very much informed by the target audience and drawing on learnings from previous campaigns. Having considered these factors, we employed digital-heavy channel plans which included platforms such as Facebook, Instagram, Twitter and Google AdWords to showcase and promote the campaign messaging. These platforms were used together with radio, train and washroom advertising to ensure the messaging was far-reaching.
The key messaging highlighted the free services available online, in particular the STI kits, as well as the extensive range of free services on offer at local Umbrella clinics and pharmacies and was targeted specifically to reach young people in Birmingham and Solihull. The washroom ads were located in nightlife venues popular with the target audience, and we ran a series of ads on Capital Radio Birmingham with a text-back option which attracted high levels of engagement.
By using a digital-focused channel plan across the Chlamydia Awareness campaigns, we were able to reach the target audience on social channels which they use frequently throughout their day for a non-invasive approach, together with a Google AdWords campaign which served ads to those actively searching for terms such as ‘how to test for chlamydia’.
Across the three 2017 Chlamydia Awareness campaigns we delivered, the following results were achieved:
- Facebook & Instagram Ads and boosted posts attracted over 15,066 post engagements (inclusive of clicks, likes and shares) with a reach of over 846,003
- Twitter boosted posts achieved a reach of 810,608, and over 20,656 link clicks
- Google AdWords PPC campaigns received a total of 55,493 and 6,326 clicks, achieving an average CTR of 11.72%
This culminated in the Umbrella Health receiving increased levels of traffic during the campaigns, with an overall increasing number of visitors as we boost awareness more generally. As a result of these campaigns, Umbrella Health saw an increase in STI request and return rates and an increase in service usage at their Umbrella pharmacies and clinics.