This year has seen our hard work being rewarded with some of the most prestigious awards in the marketing industry, which was possible thanks to the efforts of our fantastic teams.
One campaign that stood out and deserved the spotlight was the one we created for HCA Healthcare UK, which received several nominations and finally won three important awards. So, let's look have a look at the campaign in detail.
Winners at the European Media Awards & UK Search Awards 2022
HCA is a private healthcare provider in the UK, and in 2021 they tasked us with an ambitious project. Post-covid, the main business objective for paid social was to drive higher traffic on-site, while 2021 was about rebuilding paid social to prove the channel had a role.
Expectations were high: outperform average monthly results in 2021 during Q1 2022.
To achieve such ambitious targets, we embarked on a project with HCA to review anonymised patient data and trends to outline a clear path to conversion, resulting in us developing a unique profile of patients at various stages of the funnel.
Our targeted audience segmentation work was only part of the puzzle. To meet the users' needs, we also analysed the previous creative to understand what type of imagery resonated best with users. Once we identified the best-performing content, we produced audience-specific landing pages, improving the user experience and increasing the likelihood of conversion.
Our targeted audience segmentation work was only part of the puzzle.
To meet the users' needs, we also analysed the previous creative to understand what type of imagery resonated best with users. Once we identified the best-performing content, we produced audience-specific landing pages, improving the user experience and increasing the likelihood of conversion.
The new approach proved its place in the HCA channel mix.
Since the relaunch in January 2022, it has been incredibly successful across all key campaign metrics, surpassing all monthly targets! In particular, we achieved:
- increased CTR by 195% MoM with Display
- increased web traffic by +520% YoY with Paid Social
- 68% reduction in CPCs
As proof of its success, our campaign won three prestigious awards:
- Paid Social Campaign of the Year at the European Paid Media Awards
- Best use of Search (Health) at the UK Search Awards 2022
- Most Innovative Campaign (PPC) at the UK Search Awards 2022
We're proud to see that our integrated digital marketing campaign for HCA received the recognition it deserved and are thrilled to have won these awards. Undoubtedly, these results are fantastic and will further motivate us to achieve other outstanding goals next year!