How PhRMA Drove High-Value Actions Onsite During COVID-19
Who Averaged Spending
With each piece of content (1.7X increase)
10% Next Action CTR
PhRMA’s Goal: High-Value Actions Taken on Website
PhRMA partnered with inPowered to bring higher volumes of pre-qualified consumers to their blog, with the ultimate goal of users signing up onsite for updates regarding the COVID-19 crisis.
Our Solution: Use Earned Content to Drive Consumers
inPowered amplified earned articles about PhRMA’s efforts to combat COVID-19, employing a “Next Action” across these pieces of content to drive already-interested consumers to learn more about how the company is fighting back against the pandemic. inPowered’s AI-Powered Content Distribution platform helped PhRMA analyze nearly 1,400 variations of ad permutations, testing various headlines, images, audience interests, and demographics; while optimizing the campaign in real-time to deliver a completely cost-efficient campaign. inPowered’s technology showcased an optimized call-to-action on PhRMA’s earned media after 15 seconds of engagement, driving users from the press placement to PhRMA’s own website and to sign up for COVID-19 updates.
- 75% Reduction in Cost per Engagement
- 51% Engagement Rate
- 84,872 Page Views Tracked
This campaign amplified nine earned media articles about PhRMA from Innovation.org, a website dedicated to sharing updates on the biopharmaceutical industry. The promoted stories focused on how the company is working around the clock to beat COVID-19, including “PhRMA’s unique role in the fight against COVID-19,” “To the millions affected by COVID-19,” “Vaccines & treatments in development for COVID-19,” and “Working around the clock to beat COVID-19.”
In this specific campaign, PhRMA used inPowered’s AI-Content Distribution to run 1,394 different ad permutations solely thru Facebook, Yahoo, and Taboola; undergoing extensive testing to identify users that were actively engaging with their content. They analyzed each piece of content with a wide-varying audience, which included:
- Men and women.
- Six specific age brackets (18-24, 25-34, 35-44, 45-54, 55-64 and 65+).
- Users on both desktops + mobile phones (iOS and Android).
- Located in California, Colorado, Florida, Georgia, Massachusetts, Louisiana, New Jersey, Washington and New York.
- Interested in a variety of related topics including “Scientists,” “Anti-virus,” “Vaccine-preventable diseases,” “Pharmacology,” “Business Operations,” “Tech News” and many more.
Using inPowered’s AI-technology, it was determined that the audiences most efficiently engaging with PhRMA’s earned media were:
- Men ages 18-24 and 35-44.
- Using a mobile phone, specifically Android.
- Living in California and Colorado
- Self-identifying as having a strong interest in “Business News,” “Coronavirus,” “Technology,” “Healthcare” and “Business Plans.”
With the primary objective for PhRMA to garner sign-ups for their COVID-19 updates, PhRMA utilized an intelligent call-to-action across each piece of earned media content to increase brand consideration and taking high-value actions on their website. Using inPowered’s AI, PhRMA was able to determine that “Learn more about the biopharmaceutical industry’s efforts to beat COVID-19” was the top-performing call-to-action driving users to their website thru earned media amplification. While the copy of each next-action stayed the same, there was a variety of different imagery attached to this copy that was optimized by channel and AI-powered prediction. By employing these intelligent calls-to-action, it also allowed PhRMA to create an owned 1st-party data pool, something that’s becoming increasingly important for marketers to be mindful of in response to new consumer privacy restrictions.