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Case Study:

Monkeypox Campaign

Client: VDH

A marketing and digital advertising campaign to raise awareness and prevention of monkeypox in Virginia.

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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 World Health Organization (WHO) and the Centers for Disease Control (CDC) recommended to change the terminology from monkeypox to mpox.  Therefore, all campaign assets and designs ran as monkeypox, not the updated term mpox.

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.
You exceeded the campaign goals and were a pleasure to work with.
Chris Barnett
Public Relations Coordinator
VDH

Results

  • 6+ million ad impressions in four months.
  • Over 21,000 website clicks.
  • Average CTR of 2.95%.
  • Over 150 Section 508-compliant creative assets

Sample Creative Work

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