Overview
A healthcare clinic wanted to increase bookings by building awareness among younger demographics not actively searching for services. Trendaway's awareness campaign generated 1.8M impressions and 45% booking increase.
Challenge
Elective procedures are only searched when already considering treatment. By search time, competitors outspend them. Needed to enter consideration phase earlier but measuring awareness impact is difficult.
Strategy
Educational videos explained procedures accessibly. Testimonial videos featured real patients. Reach and Frequency buying maximized impressions. Geo-lift measurement compared booking lift in exposed vs control cities. Pixel tracked view-through conversions with 14-day window.
Results
1.8M impressions at 2.1 average frequency. 23% video completion rate. Geo-lift showed 45% booking increase in exposed cities vs 8% in controls - 37 point incremental lift. 62% of conversions were view-through. Cost per incremental booking was 48% lower than search when accounting for full-funnel impact. Client reallocated 30% of search budget to TikTok awareness.
Key Takeaways
- Geo-lift measurement is the gold standard for proving awareness campaign impact
- View-through conversions represent 50-70% of total impact for awareness campaigns
- Educational content reduces anxiety and builds trust before patients are ready to book