Twitter 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.
The strategy for Twitter was to humanize the vaccine and remove it from the politicization of right and left mainstream media. Our goal was to put actual human faces and real discussions at the forefront of the discussion in order to create a more genuine connection with our audiences.
Video creative placed millennial and Gen Z couples in the spotlight. Couples from all walks of life, in an intimate setting, having the important conversation of whether or not to take the vaccine. In each instance, one member of the conversation had vaccine hesitancy and their partner/significant other expressed concern for their wellbeing with raw emotions and real words.
A second campaign was developed for Millennial parents/families. Continuing our efforts to humanize the topic of the COVID-19 vaccines, we decided to use video creative that focused on reminding parents what their children's lives were like pre-pandemic and how we can get them back there.
Twitter campaigns
Phase I
Amazon-promoted co-branded awareness image and video ads targeting highly vaccine hesitant regions.
May - June, 2021
2 Campaigns
2 Ad Groups
21 Ads
Phase II
Awareness campaigns broadly targeting young adults nationally.
September - November, 2021
2 Campaigns
4 Ad Groups
20 Ads
Phase III
awareness campaigns from Phase II optimized and broken out into two language-based campaigns for English and Spanish.
November - December, 2021
2 Campaigns
5 Ad Groups
18 Ads
Overall results
$750,000
budget
51,172,283
impressions
$15.23
CPM
Cost-Per-Thousand Impressions
$0.13
CPV
Cost-Per-View
0.55%
VTR
View-Through Rate
$9.80
CPC
Cost-Per-Click
0.16%
CTR
Click-Through Rate
38,475
Site Sessions
$17.35
Cost Per Site Session
0:18
Session Duration
Campaign highlights
$0.13
Cost per view
Second lowest across all channels
Top creatives
Phase I
Do It For Me :15
-
Amount Spent - $37,993
-
Impressions - 2,598,160
-
Ad Clicks - 6,177
-
CPC - $6.15
-
CTR - 0.24%
Phase II
Loading MultiCultural :60
-
Amount Spent - $99,877
-
Impressions - 4,993,379
-
Ad Clicks - 10,166
-
CPC - $9.82
-
CTR - 0.2%
Phase III
Brunch :15
-
Amount Spent - $98,444
-
Impressions - 10,119,485
-
Ad Clicks - 9,929
-
CPC - $9.91
-
CTR - 0.10%
Twitter post click metrics
38,478 Website Sessions
171,979 All-Platforms Average
1,184 FAQ Views
4,641 All-Platforms Average
0:17 Average Session Duration
0:19 All-Platforms Average
3.1% FAQ Conversion Rate
1.3 % All-Platforms Average
1.7 Pages Viewed Per Session
1.9 All-Platforms Average
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.
Rasheia Harris
Digital Media Director @ Ad Council
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