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.

hero-twitter.png

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

phase1.png

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

phase2.png

Phase II

Awareness campaigns broadly targeting young adults nationally.

September - November, 2021

2 Campaigns

4 Ad Groups

20 Ads

phase3.png

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

phase1.png

Phase I

Twitter_Do it for Me_15.PNG

Do It For Me :15

  • Amount Spent - $37,993

  • Impressions - 2,598,160

  • Ad Clicks - 6,177

  • CPC - $6.15

  • CTR - 0.24%

phase2.png

Phase II

twitter-2.png

Loading MultiCultural :60

  • Amount Spent - $99,877

  • Impressions - 4,993,379

  • Ad Clicks - 10,166

  • CPC - $9.82

  • CTR - 0.2%

phase3.png

Phase III

Twitter_Brunch.PNG

Brunch :15

  • Amount Spent - $98,444

  • Impressions - 10,119,485

  • Ad Clicks - 9,929

  • CPC - $9.91

  • CTR - 0.10%

Twitter post click metrics

19.png

38,478 Website Sessions

171,979 All-Platforms Average

22.png

1,184 FAQ Views

4,641 All-Platforms Average

5.png

0:17 Average Session Duration

0:19 All-Platforms Average

12.png

3.1% FAQ Conversion Rate

1.3 % All-Platforms Average

6.png

1.7 Pages Viewed Per Session

1.9 All-Platforms Average

quotation-blue.png

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.jpg
Rasheia Harris

Digital Media Director @ Ad Council

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

Do you have revenue goals to meet? Launching a new product? 

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

The Llama Lead Gen team is a team of experienced marketing professionals in everything from lead generation, SEO, marketing automation strategy, and everything in between. Connect with our team and let us help you achieve your marketing goals.