After researching the target audience’s media consumption habits, it was determined that they were heavy social media users, with usage actually increasing since the start of the pandemic. Through social media, we were able to hit the target audience with creative that spoke personally to them via their profession.
We broke out the campaign into three separate audience segments: First responders, TSA workers, and Restaurant workers. We optimized throughout the campaign to the audience that responded at the highest rate to our message, which turned out to be first responders. Overall, the campaign performed very well and helped Clinical Research Atlanta to fill their lead pipeline with solid vaccine candidates in a short period of time.