CASE: HOW TO RESPECT A TICK

Ministry of Health – How to Leverage Web & Social Media Engagement to Give A Tiny Tick Respect

Problem

How can a small marketing budget create immediate awareness, advocacy, and adoption for Ontarians who are at growing risk of getting Lyme disease from infected ticks that are spreading rapidly across the province?

 

The Path

Launch the Target Lyme campaign to the general public and providers through online and offline assets amplified through partnerships with Ontario Parks, Conservation Authorities, key retailers (LCBO, Beer Store, Grocery Stores) and as represented by our physician lead Bug Guy, Dr. Curtis Russell. While traditional paid channels and collaterals distributed throughout Public Health Units worked hard for us, it was the social media and web – based content that created noise. We partnered with Ontario Parks to create content for blogs and social media; we produced a Bug Guy video with Dr. Russell that was just quirky enough to be entertaining and informative; we developed a SEM and paid search strategy to drive views of the Bug Guy video. We even gave the Bug Guy a Facebook profile.

 

Outcome

During the campaign period, the site received almost 70,000 visits and over 140,000 page views, exceeding the metrics of the hottest issues of the day. Total coverage in the media rose 18% (vs year ago). The Minister of Health was able to defend the government’s pro-active and appropriate public education campaign in the House and had solid evidence to support the success of the campaign.