Accessible & affordable COVID-19 testing - Digital Campaign

Testing for All (TFA) is a charity born in lockdown and a diverse team of individuals from different backgrounds, fields and locations, united by a shared determination to achieve the goal of bringing affordable and accessible testing to the UK.

TFA were looking for help in defining how to go to market, build an audience and position their offering effectively. They were looking for help in developing campaigns that introduced their services, explained their value and educated the public during COVID-19. Once the research was done the first challenge was finding and reaching the right audience.

There were a large number of other suppliers in an increasingly saturated market place. Search terms were heavily dominated by larger companies with bigger acquisition budgets. The lower price point (£39 per kit vs £70-180 for competitors) meant tight margins and a low budget for the advertising placement and bidding strategy.

We provided advice on website structure and landing pages. We produced and managed Google search ads, designed a series of display ads (both static and video), set up retargeting campaigns, and actively managed the campaigns across Google, YouTube and Facebook.

The figures from the campaign:

Period: 10 months

Clicks: 243k

Avg. conversion rate: 4.29%

Average Cost Per Conversion: £3.46

Conversions (sales): 17.8k