Monkeypox Campaign
A marketing and digital advertising campaign to raise awareness and prevention of monkeypox in Virginia.
6+ million
Ad Impressions
Ad impressions achieved in four months across English and Spanish audiences.
21,000+
Website Clicks
Website clicks generated from digital channels.
2.95%
Average CTR
Average click-through rate across advertising platforms.
The Need
As monkeypox outbreak spread across the US, the Virginia Department of Health (VDH) implemented a data-driven awareness campaign to prevent new infections. The campaign targeted at-risk populations in Virginia, including the LGBTQ+ community and urban areas.
The VDH aimed to achieve at least six million impressions in three months across English and Spanish audiences. Despite the campaign being implemented prior to the updated name change to mpox*, VDH successfully provided resources to those who needed them most.
The Solution
Identika developed a comprehensive digital marketing and advertising campaign to reach LGBTQ+ audiences during the monkeypox outbreak. Our team accomplished the following:
- We conducted extensive research and social listening to identify priority areas in the State and clearly define our target audiences.
- Designed new branding and developed an extensive library of creative assets, including social media content and ads, to appeal to the target demographics using a culture-first approach.
- Launched a four-month advertising campaign for Lesbian, Gay, Bisexual, Transgender, Queer, and Intersex (LGBTQ+) audiences using various digital channels like regional online publications, dating apps, Google, Facebook, Instagram, and web banners.
- We continually monitored the campaign's performance and adjusted creative and copy as necessary.
- Additionally, we worked with stakeholders in other regional health departments to ensure that branding and messages for parallel campaigns were not in conflict.
Results
6+ million
Ad Impressions
Ad impressions in four months.
21,000+
Website Clicks
Over 21,000 website clicks.
2.95%
Average CTR
Average CTR.
150+
Compliant Assets
Over 150 Section 508-compliant creative assets.
Sample creative
Work made to connect.
Browse the campaign materials to see the creative in its intended format.
“You exceeded the campaign goals and were a pleasure to work with.”
Chris Barnett
Public Relations Coordinator, Virginia Department of Health