Understanding that the majority of individuals who take COVID-19 tests do so because they’re required to, we opted to focus on travel testing – specifically, international travel testing – for spreading the word about Worksite Labs’ fast, convenient, affordable testing services. Due to an existing WSL relationship with Hawaiian Airlines, we knew there was an appetite for an alternative model in the travel testing space.
Employing paid ads on Facebook, Instagram and a third-party in-app vendor, MobileFuse, we developed creative campaigns to reach a wide variety of travelers who might require testing and placed conditional targeting in precise geolocations around each of WSL’s testing sites.
Our initial messaging strategy promoted the affordability of WSL’s travel tests to provide proof of concept. When we were met with encouragingly positive results, Dotted Line introduced additional messages to test their efficacy, including time savings, Canada-specific travel requirements, convenience, and cruise travel. In addition to these general storylines, we also ran timely messaging about Thanksgiving and holiday travel, and messaging that addressed the federal government mandate for testing of unvaccinated workers.
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