How we achieved over 877,000 video views and created significant awareness with a community health campaign
Featured Client: Hunter Primary Care
Hunter Primary Care (HPC) is a not-for-profit organisation which delivers a range of quality health, mental health and after hours care services to the Newcastle and Hunter community via a network of trusted health professionals.
Having worked successfully with Method+Marketing on health campaigns previously, the Hunter Primary Care team approached us to help them share an important awareness and education message once again. The brief was to execute a campaign aimed to increase awareness of the “715 health check” among young Aboriginal and Torres Strait Islander (ATSI) people within the Hunter New England Health district.
This was a mission that had been undertaken previously, by Hunter Primary Care and other services with mixed results. Challenges had previously been faced with reaching younger audiences with messages that resonated and had real impact, so the campaign strategy and creative needed to be rooted in research and analysis to have any chance of real impact.
Hunter Primary Care assembled a crack team: Melbourne’s Ellis Jones to conduct market research, Newcastle’s THIRTY3SOUTH Films for video production and photography and Method+Marketing for campaign planning and execution. This team worked together with the client to develop a campaign and creative strategy before commencing work to execute the various elements involved.
Ellis Jones’ research found that the audience would be best engaged by respected, well known ATSI personalities with a focus on those who represented youth culture and local influence. With this in mind the team developed a campaign strategy that centred around 4 ATSI “influencers”:
- Birdz – Hip-hop recording artist, songwriter And proud Butchulla man
- Naomi Wenitong – Professional recording artist, songwriter, performer and proud Kabi Kabi woman
- Kobie Dee – Hip-hop recording artist, songwriter and proud Gomeroi man
- Dr Joel Wenitong – General Practitioner, MC, Rapper and proud Kabi Kabi man
The THIRTY3SOUTH Films team produced strong, emotive videos for each of the influencers that focused on the key message – “A strong mob is a healthy community. Get a health check”.
Method+Marketing then took the reins and developed a campaign plan which aimed to reach as many of the target audience as possible. The campaign funnel included highly targeted video ad placements on TikTok, Snapchat, Instagram and Facebook, which drove traffic to a custom designed campaign website. Method+Marketing built the site with a user experience designed to educate and drive action. The user was exposed to extended messaging, more influencer content, a detailed explainer video about the health check, FAQ’s and a feed from the campaign hashtag.
“Access to a function that would allow online bookings was not possible given the fragmentation of the health providers network,” explained Katie Cowling, Method+Marketing’s Director, Digital Services. “We really wanted to provide a strong call-to-action and have impact beyond just the awareness and education objectives, so we innovated with the integration of a widget users could click to search for health providers who offered the health check near them.”
The campaign was launched in July 2021 and the positive results rolled in thick and fast. Video views and clicks to the website showed a strong initial performance, but by the end of the campaign there was no doubt we had achieved the objective of achieving a significant impact on the awareness of the health message. The final results showed we had achieved a phenomenal 887,500 video views and over 18,500 clicks to the website.
“We appreciated Method+Marketing’s determination to create a complete customer journey by probing our systems and working with us to find a way to drive users as close to booking an appointment as possible,” said Abby Richards, Hunter Primary Care’s Senior Marketing and Communications Officer. “This took our audience further down the process of becoming aware than we had thought we could and provided us with great data to measure our ROI on the exercise.”
“The success of this campaign really comes down to a few things: thorough research, excellent creative production, strategic targeting and channel selection and ongoing data analysis and optimisation.” said Ange, Method+Marketing’s Director, Client Services. “When a client is willing to invest and take the time to intimately understand its audience, and thoroughly plan and execute a campaign, it pays off in spades. The Strong Mob campaign is the perfect example of the ultimate return on this investment.”
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