To drive quality and targeted traffic, we ran a 3 month campaign split into 3 phases, running multiple ads with A/B testing and a landing page that hosted relevant educational information. Our KPI was to garner leads and to convert them to register and book a free doctor's consultation on the DoctorOnCall website.

Overall, the campaign outperformed all its objectives for each phase over 3 months. We overachieved our KPI for Number of Leads by 2100% for the General Immunisation Awareness Phase and 378% for Pneumococcal Teaser Phase. CPL (cost per lead) was also reduced by 80% with an increase in conversion rate (via promo code activation) - 20% and 31% for 2nd and 3rd phase of the campaign.

Our testing methods had increased user engagement, conversion rates, minimised risk, and effectively achieved our KPI especially when trying to achieve results at the peak of the pandemic.