The text describes a process of optimizing ad accounts and tailoring communication for a diagnostics program. Initially, pixels and conversion codes were not optimized, and offline and online data were not synced. To address this, demographics of different cities were segmented, and inhibitions and limitations of different age groups were understood using publicly available data. The report underlined top illnesses by different demographic touchpoints, which gave us a communication approach and a creative direction for the content.
Reports on frequency of health checkups and diagnostics tests were also reviewed. The design approach was tailored based on limitations on the type of illustrations that could be used.
Story-oriented content performed significantly better than standalone ideas where creatives which pointed at a specific problem had more impact. Also, we noticed that audiences between 25-34 were acquired at 70% lower costs compared to other audiences.
