Jason Rickard
Digital Customer Experience Manager
Longstanding Success in Driving In-Store Conversions
TerryWhite Chemmart (TWC) is a leading pharmacy brand emphasizing health expertise over price competition, faced a unique challenge in promoting flu vaccination bookings ahead of availability.
With the need to navigate the complexities of vaccine timing advice, particularly concerning COVID-19 vaccines, TWC aimed to not only educate consumers on the health importance of flu vaccinations but also encourage early bookings.
Reload leveraged a strategic mix of Google Ads tactics, focusing on YouTube and Search, to achieve significant in-store conversions and brand awareness for TWC.
7+
years
Working together
Our Challenge
Our Approach
Given the competitive landscape, with rivals often possessing up to ten times the advertising budget, our approach needed to be highly targeted and efficient.
We identified YouTube and Search as the primary channels to reach our key audiences, focusing on creating buzz and encouraging pre-bookings at a lower cost.
Focusing on YouTube and Search allowed us to leverage video for educational purposes and capture active search intent for vaccinations.
We launched our YouTube campaign early to educate the market, using TrueView and Bumper ads to communicate the availability of bookings and the health considerations of flu vaccinations. The messaging was phased to initially promote bookings and later to encourage walk-ins.
Campaigns were tailored to state levels, matching budget allocations to areas with physical TWCM presence to maximize relevance and efficiency.
Leveraging eight years of historical data and insights, we conducted extensive planning to understand the evolving competitive landscape and consumer behavior due to COVID-19. We adapted TV ads for digital, ensuring contextually relevant messaging, and utilized Google’s machine learning and smart bidding strategies for real-time optimisations.
Our Results
The campaign ran for 7-months in total and generated remarkable success.
This strategic approach not only increased TWC’s visibility in a crowded market but also successfully drove in-store conversions by targeting early bird bookers and leveraging YouTube to reach an audience beyond traditional TV and radio advertising.
