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To raise awareness of tick prevention and identifying Lyme disease in animals amongst pet owners and hunters, anglers and trappers in Alberta, British Columbia, Manitoba, Nova Scotia, Ontario, Quebec, Saskatchewan, and New Brunswick.
A multi-province public awareness campaign about tick prevention and Lyme disease.
Lori, Manager Communications and Public Relations
Objective
Challenges
The overall project did not have a streamlined marketing strategy to bring together and align all project teams and stakeholders.
Three stakeholder organizations with varied, unique interests and multi-org project teams.
The website was managed by another third-party provider and any changes required sign-off from two of the three stakeholder organizations.
Tactics
Audience research and personas
Paid campaign strategy
Creative direction
Social media channel campaign branding and UX optimization
Facebook and Instagram advertising implementation, copywriting, Pixel set up and event tracking, A/B testing, monitoring and reporting
Organic social media marketing support
Website UX recommendations: ticktalkcanada.com
Google Analytics reporting
Advertising budget: $5,000
Results
Based on the key performance indicators for the overall campaign objectives, website visits were surpassed by 77%, engagement rate surpassed by 14%, ad link clicks surpassed by 55%, and video views surpassed by 147%.
Facebook page likes/followers increased by 175% and Instagram followers increased by 150%.
Website on-page time increased by 57%, events per session increased by 7% and engagement rate increased by 16%.
The official campaign hashtags #TickTalk and #TiqueToc received 335 mentions combined, 464,200 reach combined, and 1,411 interactions combined.
*Disclaimer: I collaborated on this campaign as a fractional consultant with One Marketing.
Social media channel campaign branding & optimization
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Facebook & Instagram ads with A/B testing
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Facebook & Instagram ads with a mix of static images and videos
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