The Situation
MedExpress, an urgent care center that provides immediate walk-in treatment for illnesses and injuries, wellness exams, and employer health services, was looking to drive traffic to MedExpress centers and increase conversions (high intent actions on MedExpress’ website including booking a ride to a center, finding a center, placing a call, and more). This campaign utilized a small budget but employed a variety of tactics and audiences to achieve its goals.
For this campaign, MedExpress partnered with Fitzco, an independent agency focused on media, strategy, and creative work. Fitzco’s mission is to care deeply, learn continuously, and push creatively to deliver business solutions that have a real-world impact.
The Solution
This campaign ran from Q3 2022 until Q2 2023, targeting different audiences using a variety of tactics including AdsWizz’s ShakeMe, AudioPixel, and Second Screen Retargeting. The campaign targeted several audiences in certain Designated Market Areas (DMAs) including Tech Savvy Individuals, African Americans, Career Committed Individuals, Moms and Dads, and New Movers.
AdsWizz’s ShakeMe, a gesture-activated, interactive audio ad format, invites listeners to shake their phones or smartwatches to complete a desired action, such as downloading a coupon, placing a call, or opening a web link. For this campaign, ShakeMe prompted listeners to visit MedExpress’ website, find or book a ride to a MedExpress center, place a call, and more.
MedExpress also utilized AdsWizz’s AudioPixel, a digital tracking pixel that measures the success of audio ad campaigns by matching the users who heard the ads to users who subsequently performed a certain action, including visiting a website, making a purchase, or downloading an app. This campaign used different pixels to track conversions, including click to call mobile, click to call virtual visit, book a ride, get directions, and schedule a virtual visit.
Second Screen Retargeting retargets audio ad listeners with display ads on other websites and apps. Users who heard the MedExpress audio ads were then seamlessly retargeted with companion display ads, combining sight and sound to engage the audience and increase reach.
The Results
From Q4 2022 to Q2 2023, AudioPixel contributed to 1,200+ total conversions, with 1,005 being cross-device conversions. The inclusion of ShakeMe in this campaign generated 4,000+ interactions. The Second Screen click-through rate reached 0.63%, which is a 37% increase in CTR compared to the industry average. This campaign garnered over 7,000 clicks and over 1.2 million second screen impressions.
The inclusion of AdsWizz technologies including ShakeMe, AudioPixel, and Second Screen Retargeting contributed to the success of this campaign. With a relatively low budget, MedExpress achieved a high click-through rate and Media eCPM.
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