Established in 1998, Histopath are leading diagnostic and pathology specialists. In response to the pandemic, they developed a COVID-19 testing service where people could self-test without having to leave the comfort of their own home. Their mission was simple: to stop the spread and help Australians get back to normal as quickly as possible.
Objective:
Flatten the curve with home testing kits
For this pioneering initiative to make the biggest impact on public health, we needed to spread awareness about Histopath’s services as quickly and broadly as possible. The primary goal of the campaign was to provide Sydney residents quick access to safe, convenient home testing kits.
Solution:
Generate awareness and increase orders, fast
We quickly developed and executed a wide-reaching media strategy. Adults across the Greater Sydney region were targeted with a high frequency campaign across:
Search
Ads served to consumers who were actively researching related keywords (in this case, symptoms) via Google
Display
By utilising ad serving technology, the
media strategy could be optimised on an ongoing basis
Social
Paid social campaigns were delivered in tandem with organic content to maximise engagement
The results:
- 255,234 total ad impressions
- 6,860 clicks through to the landing page
- 1,020 leads generated
- The campaign was so successful, they had to hire additional drivers to meet demand
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