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Our client is a major pharmaceutical manufacturer with a number of products on the market, including vaccines. Americans are facing significant challenges with broad vaccine adoption.
In advance of the Fall season, which is when a number of viruses tend to peak, our client sought out our expertise. Amidst this challenge of both broad and specific vaccine adoption, Tunnl was tasked with analyzing the current vaccine hesitancy environment and identifying the most receptive audiences to our clients education campaign. Ultimately, there is one end goal in mind: more vaccines distributed to the public, and more shots in arms.
This campaign reinforced the value of coalition-style targeting over broad brand awareness alone — validating Tunnl’s precision audience segments in high-stakes public health messaging. The results showed major efficiencies including a click through rate 2-4x the industry average on the display ads placed and a significant savings.
Hyper-targeted campaigns — even outside of national-scale buys — can deliver industry-defying performance.
Tunnl’s proprietary data signals allow for strategic audience prioritization, especially in sensitive or nuanced health initiatives.
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Analyzing movement over time is a key component for showing campaign effectiveness for our clients. A major on-demand service company has been partnered with Tunnl for the past several years as the growth of the gig economy has continued and the regulatory complexities have mounted for their service.
In advance of potential statewide regulatory battles, they partnered with our team to build momentum heading into particular policy reviews by state legislators. This campaign aimed to soften public perceptions on key issues and drive favorability of the brand up.
The multi-channel, targeted approach to the campaign resulted in positive movement in our client’s net favorability score, and overall favorability.
After just one quarter of the campaign, our client received refreshed targets including audiences who moved toward their position, and away. Success from the initial launch of this initiative gave them renewed focus on driving positive movement for the brand and its bottom line.
Your campaign can be constantly optimizing. In addition to refreshing the suite of custom audiences that our client targeted specific to their issues, we also built out a set of new audiences for them to re-target based on performance.
Separate from the always-on marketing campaigns, your brand can work to build momentum moving into potential regulatory battles at the local level.