LinkedIn Strategy Summary

How the Ad Council partnered with Llama Lead Gen to create one of the largest digital marketing campaigns in history.

Discover how Llama Lead Gen worked with the Ad Council to inform and educate vaccine hesitant audiences about the COVID-19 vaccine and drive traffic to reputable sources from which to conduct research in one of the largest digital marketing campaigns in history.

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Three campaigns were run on LinkedIn, primarily focused on healthcare professionals/frontline workers, underrepresented minorities, and religious communities that were disproportionately affected by the COVID-19 pandemic. 

 

The primary creatives for these campaigns were sponsored content single image and video ads that were developed in both English and in Spanish in order to improve the overall effectiveness of the message. 


Through these campaigns, we directly asked and answered some of the most common questions that skeptical individuals have about the COVID-19 vaccine. By using not just real healthcare professionals but some of the top minds in the industry, like the President and Dean of the Morehouse School of Medicine and the President of the National Medical Association, among others, we were able to add legitimacy to our overall message on LinkedIn.

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dr gerald harmon

Family medicine specialist

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Dr Angelica Kottkamp

Infectious Diseases Physician

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Dr Tyeese Gaines

Emergency medicine physician

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Anabelle Martinez

Business Owner

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Chase Skylar

Military Veteran

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dr lisa harper

Religious Leader & Influencer

Faith-based audiences received video creatives specific to how they worship in a world where COVID-19 exists while still answering several of the same questions as our more general campaigns. 

 

LinkedIn campaigns were implemented in two phases:

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Phase I

Awareness and video ads targeting general audiences, underrepresented minorities, faith-based individuals, and essential workers.

February - April, 2021

6 Target Audience Groups

8 Campaigns

72 Ads

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Phase II

Expanded variation of Phase I with a larger budget dedicated to the general audiences

April - June, 2021

6 Target Audience Groups with Expanded Segmentation

12 Campaigns

88 Ads

Overall results

$1,000,000

budget

31,867,122

impressions

0.11%

CTR

Click-Through Rate

$0.54

CPV

Cost-Per-View

0.57%

VTR

View-Through Rate

9,186

Site Sessions

0:28

Session Duration

Campaign highlights 

0:28

Highest Overall Session Duration

49%

Second Lowest Overall Bounce Rate

Top creatives

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Phase I

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Have Qs about COVID-19 vaccines?

  • Amount Spent - $44,162

  • Impressions - 2,472,048

  • Ad Clicks - 1,400

  • CPC - $31.54

  • CTR - 0.06%

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Phase II

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HAA Events - 6/3

  • Amount Spent - $40,666

  • Impressions - 519,021

  • Ad Clicks - 2,922

  • CPC - $13.92

  • CTR - 0.56%

LinkedIn post click metrics

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5,565 Website Sessions

171,979 All-Platforms Average

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368 FAQ Views

4,641 All-Platforms Average

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0:28 Average Session Duration

0:19 All-Platforms Average

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6.6% FAQ Conversion Rate

1.3 % All-Platforms Average

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1.7 Pages Viewed Per Session

1.9 All-Platforms Average

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Although the COVID-19 Vaccine Education campaign was still fairly new when Llama Lead Gen team was onboarded, I think it’s fair to say that we have had fantastic success with this campaign. The campaign has far and away exceeded expectations. To date, the campaign has generated $3.68M in spend, 497.7M impressions, 148.7M users reached, and 732.4K sessions to the website.

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Rasheia Harris

Digital Media Director @ Ad Council

Are you ready to take your digital marketing campaigns to new heights?

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Do you lack the bandwidth to develop a holistic marketing strategy on your own? 

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