County Health Department Utilizes Digital To Create Awareness and Promote COVID-10 Testing to Hispanic Community

As the COVID-19 pandemic impacted communities across the nation, it became crucial for county health departments to connect with their local populations in a timely, meaningful, and impactful way. One county health department partnered with us to launch a dedicated branding and awareness campaign aimed at promoting COVID-19 safety measures and sharing vital testing location information with the Hispanic community. This campaign shows how digital advertising can play a pivotal role in connecting public health messages to targeted groups effectively

The Strategy

To meet the health department’s goals, we implemented a strategic, data-driven digital advertising approach. The campaign focused on mobile and social strategies, utilizing our Mobile Conquesting capabilities, Geo-Fencing, and Geo-Retargeting tactics, specifically configured to reach Hispanic individuals in the community. Mobile Conquesting allowed the campaign to deliver ads directly to Hispanic community members, while Geo-Fencing and Geo-Retargeting ensured that ads were served within key geographical zones and re-engaged those who had shown interest

The social strategy complemented this effort, using Facebook Video Ads targeted by categories, specifically aimed at individuals with browsers set to Spanish and in the necessary zip codes. Importantly, all ads were created in Spanish, providing a language-appropriate outreach that resonated with the target audience

The Results

This thoughtful, community-focused campaign delivered a high level of engagement and awareness, as evidenced by the numbers

• 1,071,509 impressions were served, leading to 12,890 clicks and an impressive 1.20% Click-Through Rate (CTR)—17.19 times the national average.
• Almost 200 view-through visits to the county’s homepage were tracked, along with 500 visits to testing locations, underscoring the impact of the advertising in connecting the Hispanic community to vital health information.
• On Facebook, the campaign sparked 58,237 post engagements and nearly 250 post shares—demonstrating the effectiveness of social media in amplifying public health messages.

Given these impressive results, the health department has renewed the campaign, a testament to its success and the value of tailored digital strategies in health awareness campaigns

Conclusion

This success story illustrates how a targeted, language-specific approach can bridge gaps in public health outreach. If your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions. For more information, email support@vicimediainc.com.