Smart safety measures during a pandemic save lives, and one of the most important measures is widespread testing with quick results. When Madwire agency partnered with COVID Clinic to spread the word of pop-up testing sites, they knew that the rapid testing the clinics provided — with results available in as little as 60 minutes — could help protect and offer peace of mind to those who needed to see family or travel. As the first clinic to provide results in less than one hour and with new locations constantly cropping up, COVID Clinic needed a way to spread awareness that reliable testing was easier, and closer, than ever before.
Creating awareness and driving action
COVID Clinic had two key objectives: to spread the word on the new clinics and to help drivers at the last mile when they were in their cars and ready to get tested. And because these clinics were all pop-up sites, it was crucial to get them listed as soon as new locations became available. To reach audiences at these multiple points in the funnel and get themselves quickly on the map, Madwire and COVID Clinic paired up with Waze.
Strong efforts, transparent results
Two of the biggest value-drivers of the partnership for COVID Clinic were immediately seeing how marketing dollars were put to work and the clear value of the investment. Waze provided the teams with the visibility and transparency they needed to understand their success metrics. “The return is actually far greater than I've seen on other accounts,” says Kyle Romberg, Lead Ad Specialist, Madwire. “What you put into it, you can get back out. We know that we’re putting our dollars where we can best serve our clients.”
Being able to add COVID Clinic locations quickly and get listed is massive. We saw really great results with people navigating to the individual sites to get tested. This makes a huge impact on people being able to protect themselves and others around them.
Nicole Muzzy, Marketing Executive, Madwire
Healthy metrics for a healthier world
COVID Clinic was not only able to see how many impressions their ads received but also view the impact that they were driving. With results-oriented reporting, the teams could receive detailed information from Waze on the navigations to testing sites through the app. “It’s really nice to be able to see actual numbers on completed navigations,” says Nicole. “We know if they’re just seeing our ad versus taking action.” In January, for example, the team drove more than 1,000 navigations to pop-up clinics from search alone.
