Creative Strategy
Client: Priority STD Testing
Priority STD Testing offers a unique blend of speed, convenience, and confidentiality in STD testing. They streamline the process with online ordering and same-day testing at numerous locations nationwide, ensuring privacy with discreet service and reliable results using FDA-approved methods. This approach positions them as a top choice for those seeking efficient and private STD testing services.
Key Challenges + Insights:
Social Media Hiatus: Priority STD Testing's social media business page ceased all advertising and content updates for a two-year period, marking a significant pause in their online engagement.
Market Differentiation: Amidst a saturated market with numerous STD testing providers, Priority STD sought innovative strategies to distinguish itself from prominent competitors.
Advertising Challenges: The company encountered obstacles with ad approvals, navigating complex content restrictions and platform policies that impacted their marketing efforts.
Solutions
After a prolonged period of inactivity, my team and I initiated a brand awareness campaign for Priority STD Testing to re-engage the audience. We began with A/B testing to evaluate engagement levels between a playful, tongue-in-cheek approach and a more conservative, still image strategy. The tests, using identical captions with varied image copy, revealed a stronger audience connection with the playful approach. Building on this insight, we developed a unique fruit and vegetable theme, blending humor with sensitive topics to create memorable and distinctive content. This strategy not only addressed sensitive subjects with a light-hearted tone but also set us apart in a competitive market.
Success
We achieved unprecedented results with an average of 637 link clicks, a reach of 44,787, and 74,127 impressions. This marked a significant improvement over previous efforts, demonstrating a robust growth trajectory. The success of this campaign was recognized with the prestigious Hermes Platinum Creative Award and the Communicator Award of Excellence, both in 2024. These accolades underscore our strategic expertise and innovative approach in social media marketing, setting a new standard for excellence in our campaigns.