Author: Coegi

Moderna’s Influencer Strategy: Redefining Healthcare Marketing Success

Posted on by Coegi

Overcoming Challenges in Healthcare Marketing: Moderna’s Pandemic Response

In 2023, as the world continued to navigate the lingering challenges of the COVID-19 pandemic, widespread COVID fatigue set in, with many people growing weary of and resistant to pandemic-related discussions. This shift, compounded by intense competition in the healthcare and pharmaceutical space from a well-funded rival, presented a significant challenge for Moderna as it sought to promote its groundbreaking vaccine, Spikevax, and boost vaccination rates – especially among high-risk individuals.

To navigate these challenges and outpace the competition, Moderna partnered with Coegi, combining their cutting-edge healthcare solutions with our innovative, influencer-driven marketing strategies, tailored for the healthcare industry.

Crafting a Community-Centric Strategy for Healthcare Engagement

Recognizing the critical importance of authenticity and relevance in the healthcare and pharma space, we crafted a strategy that went beyond traditional, promotional messaging. Our approach was centered on connecting with communities to build trust and empower our audience to make Spikevax a routine choice in preventive healthcare. We did this by engaging with influencers who were not just voices, but vital members of the communities we wished to reach.

Leveraging Influencers to Transform Healthcare Marketing Campaigns

Our agency team worked closely with the client to identify the right mix of 150 creators, each representing one of our purposeful persona communities. These collaborations helped us establish the #SpikevaxPartner Community, a groundbreaking healthcare influencer marketing campaign that effectively utilized nano and micro-influencers, setting a new standard in pharma marketing. By leveraging unique personas that resonated with Moderna’s distinct micro-communities, we delivered messages that were more than just heard – they were deeply felt, creating meaningful connections with our audience. We also amplified the strongest content on paid media channels to extend the impact of the authentic Spikevax messaging.

Data-Driven Optimizations: Measuring Success in Healthcare Campaigns

We implemented a comprehensive measurement strategy to assess the quality and impact of our media beyond standard platform metrics, enabling real-time optimizations. We utilized Attention Unit Scoring to gauge the lift in audience attention our content drove and script lift analysis to correlate vaccinations with exposure to influencer media. Additionally, we paired this with audience analysis of emotional response to and intensity perception of the content to predict long-term brand growth and short-term sales effects.

Setting New Benchmarks in Healthcare Marketing Results

The #SpikexaxPartner community led to significant increases in brand awareness, market share, and public engagement, including:

  • Helping drive nearly 24% of all US vaccine conversions
  • Delivering over 503 million impressions across organic and paid channels that surpassed the attention score benchmark by 9%
  • Surpassing engagement rate goals by 484% while also driving nearly 72,000 Spikevax page visits
  • And most notably, driving strong business impact with Spikevax’s market share increasing 23% YoY

Leading the Future of Healthcare Communication Through Innovation

Our innovative approach and strategic partnerships paved the path for new standards in health and community-based communication. Visit coegipartners.com or follow us on our social channels to learn how our breakthrough solutions can benefit your brand. 

Why PMP-Certified Project Managers are Invaluable for Marketing Campaign Success

Posted on by Coegi

The marketing landscape is highly dynamic and fast-paced, and ensuring that projects are delivered on time, within scope, and with high-quality outcomes is no small feat. Project managers are at the heart of those marketing organizations that handle these complexities most seamlessly, and those with a Project Management Professional (PMP)® certification bring a unique edge. The PMP certification, offered by the Project Management Institute (PMI), is a globally recognized credential that signifies expertise in managing projects using industry-standard methodologies and tools.

We sat down with four of our PMP-certified leaders at Coegi—Patricia Branson, SVP of Business Operations; Ali Zadel, Senior Director of Business Operations; Michelle Lugria, Project Manager Supervisor; and Gabrielle Bretz, Project Management Supervisor—to discuss the tangible value their certification brings to our client work. In this Q&A, they share their insights into how structured project management elevates client satisfaction, team collaboration, and campaign outcomes.

Q: How has PMP certification helped you manage marketing projects more effectively?

Patricia Branson: The PMP framework encourages a proactive mindset. It ensures we’re asking the right questions at every stage of a project—from defining what “completion” means for both the internal team and the client to addressing risks before they escalate. While we already had strong processes, PMP certification gave us a refined structure for planning, monitoring, and closing projects. Beyond campaigns, it has even improved how we handle internal initiatives, like rolling out new technologies or working with large-scale vendors.

Q: What project management methodologies do you find most effective for marketing, and how does PMP training influence your approach?

Gabrielle Bretz: The methodology we use depends entirely on the project. For example, traditional approaches work well for campaigns with clear timelines and deliverables, while agile or hybrid methods are better for projects with a lot of unknowns. The PMP certification has given us the ability to customize these methodologies, tailoring them to the specific needs of each client and campaign.

Q: How does structured project management improve client relationships and campaign success?

Michelle Lugria: Structure allows us to focus on the details that might otherwise be overlooked, freeing up the rest of the team to concentrate on other areas of expertise like strategy and client relationships. PMP principles help us outline all tasks, ensuring every stakeholder knows their role and expectations. This structure minimizes miscommunication and keeps everything running smoothly, resulting in higher client satisfaction.

Q: Can you share a specific example where PMP certification helped you overcome a major challenge?

Ali Zadel: We were vetting a new tech vendor for a project in a new discipline for our agency. Instead of diving into endless calls, my PMP training prompted me to create a scope statement first. This clarified our goals and saved countless hours by eliminating vendors that didn’t align with our needs. It streamlined the entire process and ensured we stayed focused on what mattered most.

Michelle Lugria: For a large client project with many moving parts, I relied heavily on the PMP framework to keep details organized. The project management plan served as a “guiding light,” allowing the team to stay aligned and address any new developments efficiently.

Q: How do you balance the creative aspects of marketing with the structure PMP emphasizes?

Ali Zadel: One misconception about PMP is that it prioritizes rigidity over flexibility. In reality, the certification emphasizes tools like agile project management, which focuses on delivering what’s most valuable to the client first. Additionally, it encourages teams to document lessons learned, creating a repository of insights we can draw on to improve future campaigns.

Q: How has PMP certification improved collaboration and communication?

Gabrielle Bretz: PMP training has introduced us to tools like the stakeholder register, which centralizes information about everyone involved in a project—their influence, communication preferences, and expectations. This ensures that communication is tailored and efficient. It also empowers teams to align internally and externally, reducing confusion and improving outcomes.

Q: How do PMP principles help with risk management?

Patricia Branson: Risk management is an integral part of our approach. PMP training sharpened our ability to identify potential risks early and create contingency plans. For example, our extensive QA process ensures human error and technical glitches are minimized. The certification has taken our risk mitigation strategies to a new level of precision and detail.

Q: What’s the biggest professional benefit you’ve gained from PMP certification?

Ali Zadel: For me, it was learning to embrace servant leadership. As a project manager, my job is to clear obstacles so my team can focus on doing their best work. PMP reinforced the importance of relying on the expertise of those actually executing the tasks.

Gabrielle Bretz: It gave us a shared language and framework across the organization. Now, we’re more aligned in how we approach projects, and I feel more confident in my ability to manage complex initiatives.

Final Thoughts

Having PMP-certified project managers on your marketing team isn’t just a “nice-to-have”—it’s a strategic advantage. From improving communication and collaboration to enhancing risk management and client satisfaction, PMP training equips our team to deliver exceptional results consistently. If you’re looking for a partner who takes marketing campaign management to the next level, you’ve found it.

 

Navigating Q4 Advertising Challenges in an Election Year: A Strategic Guide for Marketing Decision Makers

Posted on by Coegi

Navigating Q4 Advertising Challenges in an Election Year: A Strategic Guide for Marketing Decision Makers

As Q4 approaches, marketing teams must act swiftly to prepare for one of the most challenging periods of the year. This quarter, already notorious for increased competition and rising advertising costs, is further complicated by the pressures of an election year. Early preparation and proactive conversations with clients and partners are essential to secure the necessary resources and ensure your campaigns stand out in a cluttered marketplace. Without taking these steps, you risk being outpaced by competitors and missing key opportunities. To help you navigate these complexities and execute a successful Q4 advertising strategy, we’ve compiled expert insights across our departments at Coegi.

Challenge 1: Increased Ad Costs and Cluttered Marketplace

In Q4, advertising costs typically soar, driven by heightened demand from brands eager to capture consumer attention during the holiday season. The upcoming election amplifies this pressure, as political campaigns flood ad spaces, making it even more challenging for brands to make an impact.

Our Advice:

  • Use Historical Data Wisely: While it’s essential to look at past performance to set benchmarks, data from previous years might not fully capture the dynamics of an election year. Instead, refer to 2020 data where possible, and adjust for inflation to set more accurate expectations. This approach will help you budget effectively without underestimating the cost surges.
  • Tailored Creativity: The marketplace will be cluttered with ads, both commercial and political. To cut through the noise, it’s crucial to tailor your creative assets to resonate with your target audience. Personalization and relevance are key—ensure that your messaging is sharp and speaks directly to the consumer’s needs and desires at this time of year.
  • Fraud Prevention: The political season is often associated with increased ad fraud. To protect your budget and ensure that your ads reach genuine audiences, implementing robust fraud prevention measures is essential. Without these precautions, your ad spend could be wasted on fraudulent traffic, reducing the overall effectiveness of your campaigns.

Challenge 2: Inventory Shortages and Early Sell-Outs

One of the most pressing issues during Q4, especially in an election year, is the early sell-out of premium ad inventory. With brands and political campaigns vying for the same spaces, securing inventory becomes increasingly difficult.

Our Advice:

  • Secure Inventory Early: To avoid missing out on critical ad placements, start negotiating direct partnerships and Private Marketplace (PMP) or Programmatic Guaranteed (PG) deals as early as possible. These agreements can provide you with the premium inventory you need while reducing the risk of being edged out by competitors. Early action is your best defense against the last-minute scrambles that can lead to missed opportunities.

Challenge 3: Managing Increased Workload and Risk of Errors

The fast-paced nature of Q4 often leads to increased workloads for marketing teams. With so much at stake, the risk of human errors—whether in campaign execution, budgeting, or creative adjustments—can escalate.

Our Advice:

  • Leverage Project Management: Effective project management is critical during this hectic period. Our operations team emphasizes the importance of identifying potential bottlenecks and managing individual workloads to prevent burnout and mistakes. Project managers should keep a close eye on timelines and ensure that tasks are distributed evenly across the team. By maintaining a clear view of everyone’s workload, you can mitigate risks and keep campaigns running smoothly.
  • Implement Automation: Automation tools are indispensable for managing time-sensitive tasks efficiently. Whether it’s setting up automated creative swaps or using platform rules to schedule out rapid changes, these technologies can save precious time and reduce the stress of manual updates. By automating repetitive tasks, your team can focus on strategic decision-making, ensuring that your campaigns remain agile and responsive throughout the quarter.
  • Focus on Value: When the pressure is on and you’re unsure where to begin, always start with the task that will deliver the most value. It’s easy to get caught up in trying to complete everything to perfection, but this mindset can lead to paralysis. Remember, progress is more important than perfection. By prioritizing high-impact tasks, you can keep your team moving forward without getting bogged down in the details.

Conclusion

Q4 presents a unique set of challenges, especially during an election year. However, by understanding these obstacles and preparing accordingly, marketing decision-makers can turn potential pitfalls into opportunities for success. From anticipating higher ad costs and inventory shortages to managing workloads, preventing ad fraud, and leveraging automation, the strategies outlined above will help your brand navigate the complexities of Q4 with confidence. By adopting these insights, you’ll not only survive but thrive during this critical period, ensuring that your marketing strategy is both effective and resilient.

For personalized advice tailored to your brand’s specific needs, don’t hesitate to reach out to our team for a consultation. Let’s work together to make this Q4 your most successful yet.

 

Social: 

Social Media Strategy for Q4: Creating Opportunities for High Engagement

Key Changes to Anticipate in Q4:

  • Rising Ad Costs: Expect significant increases in CPM, CPA, and CPC metrics due to heightened competition and end-of-year spending. Many businesses push to allocate remaining budgets, driving up costs across social platforms.
  • Increased Engagement Rates: The holiday season often sees a spike in social activity as consumers engage in online shopping, connect with loved ones, and participate in festive events.

Tips for Managing Q4 Social Media Strategy:

  1. Early Planning: Start your campaigns early to secure ad space before costs rise further. Early preparation can help you lock in more favorable rates and ensure your content is ready to go live when needed.
  2. Continuous Optimization: Regularly optimize your campaigns to maximize ROI. Keep a close eye on performance metrics and be ready to make adjustments as necessary.
  3. Budget Allocation: Allocate a larger portion of your advertising budget to Q4 to accommodate the expected cost increases. Proper budgeting is crucial for staying competitive.
  4. Content Strategy:
    • Seasonality & Relevant Messaging: Tailor your content to reflect the season and resonate with your audience. Utilize holidays or cultural events to create a personal connection with users, increasing the likelihood of engagement.
    • User Experience: Make your call-to-action (CTA) clear and prominent, ideally within the first few seconds of a video ad. Ensure the user experience is seamless and intuitive.
    • Leverage AI: Utilize platform algorithms and AI capabilities to precisely target your audience. Stay ahead by testing and adopting new features, such as Meta’s Advantage+ tools, to improve your KPIs.
    • Genuine Imagery: Incorporate user-generated content and influencer partnerships to create authentic connections with your audience. Genuine content is more likely to stand out and resonate.
    • Diverse Ad Types: Use a variety of ad formats to capture your audience’s attention. Offering multiple content types increases your chances of engagement.

Search: 

Q4 Search Strategy: Navigating Industry-Specific Trends

As we approach Q4, the search landscape becomes increasingly competitive, with trends varying significantly across different industries. Here’s what to consider when planning your search campaigns:

Anticipated CPC Trends:

  • Industry Variance: CPC trends differ widely depending on the industry. For retail, expect a surge in CPCs as competition intensifies around key dates like Thanksgiving and Black Friday. Retailers often increase their budgets to capture year-end spending, driving up auction prices. Conversely, industries like financial services may experience a drop in search activity during the same period, potentially leading to lower CPCs.
  • Demand-Based Channels: Search advertising is heavily influenced by consumer demand. As inflation rises and economic pressures increase, consumers may be less likely to search for high-cost or luxury items, leading to fluctuations in CPCs. The demand-based nature of search advertising means that CPCs can vary significantly depending on how willing consumers are to make purchases during this time.
  • Google’s Role: There’s ongoing concern among advertisers that Google might be artificially inflating auction prices, contributing to CPC increases. While it’s difficult to pinpoint the exact impact, this is a factor worth monitoring.

Best Practices for Q4 Search Campaigns:

  1. Ad Copy and Keyword Adjustments:
    • Seasonal Promotions: Adjust your ad copy to reflect seasonal deals and promotions, especially around key shopping events like Black Friday. Incorporating keywords related to sales and promotions can help capture more traffic.
    • Action-Oriented Messaging: As search terms become more intent-based towards the end of the year, ensure your ad copy includes strong calls to action that align with consumer purchasing behavior. Refresh your ad copy to reflect holiday themes and urgent calls to action. Highlight promotions, limited-time offers, and unique selling points to stand out in search results.
    • Ad Extensions: Utilize all relevant ad extensions, such as sitelinks, callouts, and structured snippets, to provide additional information and increase your ad’s visibility and click-through rate.
  2. Budget Allocation:
    • Flexible Budgeting: Expect higher CPCs, especially in industries where competition peaks in Q4. Allocate your budget accordingly, ensuring you can compete effectively during high-demand periods.
    • Industry-Specific Strategies: Tailor your budget and bidding strategies based on industry trends. For example, healthcare might see an uptick in competition as insurance companies ramp up their Q4 campaigns.
  3. Keyword Strategy:
    • Focus on High-Intent Keywords: Prioritize keywords that indicate strong purchase intent, particularly those related to holiday shopping and seasonal events. This will help capture consumers who are closer to making a purchase. Consider increasing your budget for branded keywords as competition rises.
    • Negative Keywords: Use negative keywords strategically to filter out irrelevant traffic and reduce wasted spend. This is especially important during high-competition periods to ensure your budget is used efficiently.

Programmatic: 

Programmatic Strategy for Q4: Optimizing for a High-Competition Landscape

Key Changes to Anticipate in Q4:

  • Increased Costs: The competition for ad inventory intensifies, leading to higher CPCs and CPAs due to increased demand. 
  • Shift in Consumer Behavior: Consumers are actively searching for holiday deals and making purchase decisions, which means higher intent traffic but also requires more sophisticated targeting and messaging.

Tips for Managing Q4 Search Strategy:

  1. Budget and Bidding Adjustments:
    • Flexible Bidding: Implement flexible bidding strategies to adapt to real-time changes in the competitive landscape. Utilize automated bidding tools to maximize efficiency and ensure your ads appear in high impact when it matters most.
    • Budget Allocation: Allocate more budget to high-performing, high-precision targeting segments and adjust your spend throughout the quarter based on performance data. Also consider exploring emerging channels and tactics where there may be a higher volume of whitespace.
  2. Planning for the Political Season:
    • Inventory Scarcity: Be prepared for potential inventory shortages and increased costs due to political campaigns. Adjust your bids and targeting to avoid overspending during peak political ad periods.
    • Geographic Targeting: Fine-tune your geo-targeting to focus on areas less impacted by political ad spend. This can help maintain efficiency and reduce competition for your target audience.
  3. Monitoring Market Dynamics:
    • Inflationary Pressures: Keep an eye on how economic factors like inflation are impacting consumer behavior. In markets where consumers are less willing to spend, you might see reduced competition and potentially lower CPCs, which could present an opportunity to adjust your strategy.
  4. Post-Holiday Analysis:
    • Data-Driven Insights: After Q4, conduct a thorough analysis of your programmatic campaigns to identify key trends and insights. Use this data to refine your strategy for the upcoming year, ensuring continuous improvement and optimization.

Ethical AI and Data Privacy: The Cornerstone of Modern Marketing

Posted on by Coegi

Tenured marketing leaders have witnessed firsthand the transformative power of AI in our industry. AI has revolutionized how brands understand and engage with their customers. From predictive analytics to personalized content creation, the possibilities are endless. However, with great power comes great responsibility. It’s critical to proactively integrate ethical AI practices and data privacy compliance into the core of your marketing operations to ensure you are maximizing the technology while minimizing the risk involved.

Our Three-Pillar Approach: Privacy, Security, and Transparency

At our agency, instituting ethical AI practices and compliance with data privacy regulations is integral to all our AI-driven initiatives. We recognize that as technology advances, so must our commitment to responsible use. Our approach is built on three key pillars: Privacy, Security, and Transparency.

Privacy: The Foundation of Trust

We begin by assessing and classifying all data and documents according to their sensitivity level. This allows us to implement the Principle of Least Privilege, ensuring that staff members only have access to the data necessary for their specific roles and responsibilities. By limiting access, we minimize the risk of unauthorized data exposure or misuse.

This granular approach to data management not only protects our customers but also streamlines our operations. It allows us to maintain the delicate balance between leveraging data for insights and respecting individual privacy.

Security: Extending Best Practices to AI

We’ve taken the robust IT principles and SOC 2 compliance standards typically applied to traditional data systems and extended them to our work with generative AI. This includes:

  • Authorized Access Requirements: We have stringent protocols in place to determine who can access AI systems and for what purposes, reducing the risk of misuse.
  • User Authentication: Multi-factor authentication and regular credential updates are mandatory to verify the identity of users interacting with our AI systems.
  • Data Loss Prevention & Encryption Standards: We employ robust encryption for data both at rest and in transit. Our data loss prevention strategies ensure that sensitive information cannot be accidentally or maliciously exported from our systems.

By applying these enterprise-grade security measures to our AI operations, we’re creating a secure environment that fosters innovation while protecting sensitive information.

Transparency: Building Trust Through Openness

We believe in being open about our use of AI. This means communicating to clients and stakeholders about where and how AI is used in our processes. We also ensure that AI-generated content is distinguishable, maintaining the authenticity of human creativity where it matters most.

This transparency not only builds trust with our customers but also helps us stay accountable to our ethical standards.

Evolving with the Landscape

Our ethical AI framework is not static; it evolves with the technology and regulatory landscape. We regularly review and update our policies to align with the latest developments in data protection laws such as GDPR, CCPA, and others relevant to our international operations.

Beyond policies and frameworks, we invest in ongoing training for our team to ensure everyone understands the importance of data privacy and the ethical implications of AI. This cultivates a culture where responsible AI use is not just a policy, but a shared value.

The Future of Ethical AI in Marketing

As we look to the future, it’s clear that the successful marketers will be those who can harness the power of AI while maintaining the highest ethical standards. By prioritizing privacy, security, and transparency, we’re not just complying with regulations – we’re building a foundation of trust that will drive long-term success in the AI-driven marketing landscape.

The path forward requires constant vigilance, adaptation, and a commitment to ethical practices. But for those willing to invest in responsible AI use, the rewards – in terms of customer trust, brand reputation, and innovative capabilities – are well worth the effort.

Embracing Value-Based Care: How a Brand Ecosystems Can Revolutionize Healthcare Marketing

Posted on by Coegi

Originally published in Healthcare Business Today

In a post-pandemic world, the healthcare landscape is evolving faster than ever. Amidst this swift evolution, the buzz around value-based care (VBC) presents a significant shift from the traditional fee-for-service model. As healthcare marketers, understanding and navigating this transformation is paramount. But how can brands effectively integrate into value-based healthcare models? The answer lies in building a robust brand ecosystem rather than relying solely on individual campaigns.

Understanding Value-Based Care and Its Implications

Value-based care focuses on delivering quality outcomes for patients rather than merely increasing the volume of services. This model incentivizes healthcare providers based on patient health outcomes, promoting efficiency and quality over quantity. VBC is fundamentally about focusing on outcomes for the individual patient, emphasizing quality over volume.

However, the transition to VBC is complex and fraught with challenges. The healthcare sector must address diverse payer requirements, health equity issues, and the unique value perceptions of various stakeholders, including patients, healthcare providers (HCPs), and payers. This shift is incredibly complicated and difficult to execute, requiring brands to understand the multifaceted definition of value to connect effectively with their audience.

The Power of a Brand Ecosystem in Healthcare Marketing

So, what exactly is a brand ecosystem, and why is it crucial for healthcare brands in a VBC environment? A brand ecosystem is a network of digital touchpoints designed to engage and communicate with audiences in a personalized, cohesive manner. Unlike a traditional campaign that delivers a single, linear message, a brand ecosystem provides a multifaceted approach, fostering deeper connections and engagement.

A brand ecosystem is essentially a combination of digital touch points designed to communicate effectively with its audience. It’s not a linear funnel but instead a holistic experience tailored to individual needs. This approach is particularly effective in healthcare marketing, where the definition of value can vary significantly across different audience segments.

Maximizing Value-Based Marketing through a Brand Ecosystem

Understanding and Communicating Value

For healthcare brands, success in a VBC model hinges on understanding and articulating value to both consumers and HCPs. Brands must take the time to define what value means for each audience segment. This involves creating tailored messages and resources that resonate with patients’ and HCPs’ unique needs.

Brands need to create unique ecosystems tailored to patient and healthcare provider audiences. Each ecosystem must reflect the distinct values and needs of its audience. This personalized approach ensures that the brand’s value proposition is clear, compelling, and relevant.

Supporting the Value-Based Care Model

Brands can play a pivotal role in supporting the VBC model by providing resources that help HCPs deliver quality care. This could involve offering educational materials, tools for patient engagement, or technologies that enhance treatment outcomes. By alleviating some of the pressures on HCPs, brands can build stronger, more supportive relationships.

Under a value-based care model, brands have the best opportunity to thrive by supporting HCPs with the necessary resources to drive patient outcomes. This support not only strengthens brand-HCP relationships but also reinforces the brand’s commitment to quality care.

Engaging Patients through Active Communication

Effective patient communication is essential in a VBC model. Brands must prioritize patient education, particularly around preventative health measures, to ensure better health outcomes. This proactive approach helps patients take an active role in their health, aligning with the core principles of VBC.

Patient education and preventative health will take a front seat under a value-based care model. Brands can enhance their value by focusing on these areas, ensuring better patient outcomes.

Not a Funnel, Not Singular: Embracing the Brand Ecosystem

The dynamic nature of value-based marketing demands a shift from traditional campaign strategies to a more integrated brand ecosystem. An ecosystem approach opens up more scale and engagement opportunities, understanding the uniqueness of each audience’s definition of value. By adopting this strategy, healthcare brands can better navigate the complexities of VBC and position themselves for long-term success.

Conclusion

Whether value-based care is fully adopted or not, the opportunity for healthcare brands to enhance their value proposition remains significant. By understanding and embracing the principles of a brand ecosystem, brands can break through the complexities of healthcare marketing and set themselves up for success.

At Coegi, we specialize in helping healthcare brands navigate this transformation. Contact us today for a consult and learn how we can support your journey towards a more integrated, value-focused marketing strategy.

Expanding Reach and Engagement with College Students Using Influencers

Posted on by Coegi

Challenge

Coegi collaborated with agency partner, True Media, on a key initiative for Association of Schools and Colleges of Optometry (ASCO). The client needed to reach current college students (aged 18-24), specifically those in STEM fields who are undecided about their careers. Previous marketing efforts focused on standard website traffic generation and career messaging; however, they were looking to expand into additional tactics that would connect with students in an authentic, trust-inspiring way.

Highlights

Millions
of impressions served to those potentially interested in Optometry field

Thousands
of post engagements driving an authentic connection between ASCO and potential students

31 pieces of content
created and amplified efficiently across channels

Solution

Our teams leveraged the power of social media influencers to provide a new way of engaging with the target audience. Recognizing the influence of peer recommendations on college students, we partnered with a selection of young Optometrists and Optometry students (3 creators in total). These creators produced a mix of 31 pieces of content, including standard branded messages alongside a unique UGC (User-Generated Content) challenge. The UGC challenge encouraged viewers to share their top six “sights to see” and tag others in the Optometry community, aiming to spark a viral trend on Instagram and TikTok. Paid amplification was utilized on both platforms to further extend the reach of the influencer content and build genuine connection with relevant individuals beyond the creators’ core followers.

Results

Organically, we drove nearly 3,000 organic engagements at a 7.9% engagement rate through the 31 pieces of content. 

Through amplification on Instagram, we achieved over 1.2 million impressions at a CPM (cost per thousand impressions) of $7.71, generating over 70,000 post engagements. Similarly on TikTok, boosted content delivered nearly half a million impressions at a CPM of $3.97, with over 2,000 post engagements. Amplification not only allowed the content to reach a broader audience of relevant individuals, but also drove greater attention and consideration as evidenced by the content engagement. 

While the success of the UGC challenge is still to be determined, the initial results from the boosted influencer content are promising. 

Key Takeaways

  • Influencer Selection: Partnering with creators who are both relatable and relevant to the target audience (young Optometrists/students) proved effective.
  • UGC for Engagement: The UGC challenge fostered audience participation and could potentially lead to a viral trend, further amplifying the campaign reach.
  • Paid Amplification Benefits: Utilizing the Paid Partnership tool on Instagram and TikTok allowed for seamless content integration and audience expansion beyond the influencer’s followers.

Overall, this campaign demonstrates the effectiveness of influencer marketing in reaching and engaging with a specific audience of college students. The combination of relatable creators, engaging content formats, and paid amplification strategies hold promise for driving brand awareness and consideration within the Optometry field.

Want to explore ways influencer marketing can boost your strategy? Contact our strategists today!

Building Trust and Awareness for Medicaid Options within Multicultural Communities

Posted on by Coegi

Challenge

Coegi’s client, a government health plan provider, needed to raise awareness of their Medicaid options among Hispanic and African American communities. These communities often face historical distrust of the medical care system, further compounded by rising healthcare costs.

Highlights

5%
higher recall among Hispanic/Latino demographics

9%
higher recall among Black/African American demographics

27%
increase in the perception that our brand supports member health goals, care about the community, and offer relevant services

10%
lift in aided brand awareness compared to 2% healthcare benchmark

Solution

We developed an omni-channel pilot campaign to break through the noise and resonate with these core audiences. The strategy focused on three key goals:

  • Increase Awareness: Reach qualified Latino and African American audiences.
  • Build Trust: Position the client as a trustworthy partner who understands their needs.
  • Drive Engagement: Encourage interaction with the brand through the website.

Reaching Key Segments: Identify core audiences by utilizing precision targeting parameters such as first-party data, zip codes, eligibility criteria, racial and ethnic demographics.

  • Moms (Parents): Targeted adults with children, emphasizing importance of childhood and postpartum health.
  • Functionally Disabled Members: Targeted audiences concerned with health issues like mental health and disabilities.
  • New to Medicaid: Targeted audiences interested in health management and wellness, active on digital platforms.

Media Strategy: Maximize impact with Medicaid-eligible audiences by placing personalized messages across an omnichannel digital media plan.

  • Diversity in Digital Media: Moving beyond competitor channels, we explored diverse digital platforms and implemented programmatic buying to find audiences efficiently.
  • Right Audience, Right Message: Layered niche cultural targeting with culturally appropriate messaging for deeper resonance.
  • Upfront Digital Footprint: Prioritized a strong digital presence (70% audience reach) for speed to market, hyper-targeting, and competitive differentiation.
  • Expanding into Traditional Media: Layered in localized print publications, billboards & Radio for increased community relevance.
  • Test and Learn: Established a foundation for future campaigns by measuring engagement and optimizing messaging for better personalization.

Results

The campaign delivered significant positive lifts across various metrics:

  • Unaided & Aided Awareness: Increased brand recognition.
  • Brand Perception: Improved perceptions of the brand as supportive, community-focused, informative, and meeting health needs.
  • Decision Maker Impact: Positively influenced decision-making within both Hispanic/Latino and Black/African American audiences.

Channel Performance: The campaign delivered a significant lift in aided awareness across all forms of media, with a notable lift in awareness among consumers exposed to the banner and 30-second video ad. Brand recall was higher when 4+ channels were utilized, signaling the power of an omnichannel approach.

  • Social and Print: Top performers, particularly in combination.
  • CTV & Display Banners: Effective in raising awareness and brand opinion.
  • Streaming Audio: Moderately positive impact.
  • Online Video & OOH: Provided strong campaign reinforcement, but had less direct campaign impact.

Key Takeaways

  • Go Where the Performance Is: Target audiences where engagement is strong and build scale through an omni-channel approach.
  • Brevity & Emotional Connection: Clear, concise messaging with emotional appeal leads to stronger creative performance.
  • Smaller Audience, Bigger Impact: Smaller audience segments can deliver strong engagement and results when targeted effectively.

This case study demonstrates that building trust within multicultural audiences requires a tailored approach that considers cultural values and prioritizes the right channels and messaging for maximum impact.

 

Celebrating Progress: A Look at Coegi’s 2024 Achievements

Posted on by Coegi

As a strategic digital media partner, Coegi continually advances the frontiers of programmatic buying, authentic social media campaigns, and comprehensive digital channel optimization. We invest in creating thought leadership and maintaining strong ties with technology partners to stay at the cutting edge of digital trends and innovations. This commitment fosters a culture that celebrates client achievements and nurtures enduring relationships. 

A Whirlwind Start to 2024

The past six months at Coegi have been marked by a series of exciting accolades and strategic partnerships that have significantly enhanced our industry standing while serving as a testament to the strength of our team’s work ethic and expertise.

Achievements and Awards

We kicked off our streak of triumphs by securing a spot in AdExchanger’s Top 50 Programmatic Power Players for the third consecutive year, affirming our leadership in programmatic advertising. Adding to our celebration, Savannah Westbrock, Coegi’s Director of Innovation and Development, was honored as one of the Top Women in Media and Ad Tech in the “Up and Comers” category by AdExchanger and AdMonsters, highlighting our commitment to fostering talent within our ranks.

The spotlight continued with our groundbreaking collaboration with Moderna on the #SpikevaxPartner Community influencer marketing campaign. This groundbreaking campaign launched 550 posts, generating over 503 million impressions and a 484% increase in engagement rates, significantly boosting Spikevax’s market share from 37% to 48% and influencing 24% of all US vaccine conversions in fall 2023.

This campaign not only became a finalist in two categories at the Shorty Awards but also clinched a prestigious win for the 2024 Grand Indie awards, celebrating the most creative and effective independent agency campaigns globally. Furthermore, it triumphed at the 2023 MediaPost Planning & Buying Awards, winning in the Influencer Marketing Category. 

Lastly, we were proud to be honored by the St. Louis Business Journal as one of the “Fast 50,” highlighting the fastest growing companies in the region, as well as being included on the list of the largest marketing and advertising agencies for St. Louis.

Client and Company Partnerships

On the client partnership front, we proudly announced our collaboration with The Humane Society of the United States, aiming to amplify their animal welfare initiatives. We also deepened our relationship with Moderna by becoming their paid media partner for the Canadian market. This partnership is built on a solid two-year foundation with Moderna’s global commercial team and encompasses a comprehensive media strategy.

Our strategic alliances have also expanded to include joining forces with Meet The People. This new alliance with a network of innovative independent agencies promises to foster collaborative growth and bring fresh perspectives and resources to our clients, further enhancing our capabilities and impact in the digital marketing sphere.

The Transformative Impact of Recognition

The accolades Coegi has garnered have significantly bolstered our agency’s profile and enhanced our strategic positioning to the benefit of our clients. These awards attest to our ability to deliver cutting-edge solutions and results-driven campaigns that significantly impact our clients’ market presence and consumer engagement. This recognition not only confirms our effectiveness in current markets but also aligns with the broader industry analysis provided by key insights from industry experts.

According to Forrester’s ‘The Media Management Services Landscape, Q2 2024‘ report, Coegi is included among notable vendors and has an industry focus on retail, financial services, and pharmaceuticals and medical equipment. Coegi self-reported the extended use cases of communications strategy, media and ad operations, and martech and adtech implementation as the top use cases for which clients select us.

This recognition from Forrester cements for us our reputation as a versatile and strategic partner capable of navigating the complexities of the global media management market.

Looking Forward: Coegi’s Vision for the Future

As Coegi strides confidently into the future, our roadmap is clear and ambitious. Fueled by the success and recognition of the past six months, we are set to achieve even more as we continue to innovate and expand our impact within the digital marketing world.

Innovations and Collaborative Growth

  • Technological Advancements: Coegi is broadening its technological and engagement strategies to enhance overall performance and client relationships. We continue to harness AI and machine learning to transform content creation, streamline workflows, and optimize ad delivery. Additionally, we’re implementing universal ID solutions and enhancing our ecosystem with advanced cross-channel measurement and audience strategies through strategic technology partnerships.
  • Meet The People and Worldwide Partners Collaborations: These collaborations allow us to stay independent and maintain the unique culture of Coegi while amplifying our impact through access to a broader network of resources and expertise. By aligning with a network that shares our core values, we place people at the heart of every strategy, enhancing our client-centric approach and empowering our community-focused initiatives.
  • Award Submissions: We’re building on recent successes with several award submissions planned this year to highlight our ongoing excellence and innovation in digital marketing.

Coegi is not just adapting to changes but actively shaping the future of digital marketing. By balancing innovation with our commitment to clients and community, we are poised for a dynamic future. Thanks to our team for all their work in making the start of this year a success!

 

Navigating the Evolving Landscape of Search Engine Marketing

Posted on by Coegi

Search engine marketing (SEM) stands as a pillar in the realm of digital advertising, elevating a brand’s visibility by securing premier advertisement placements on search engine results pages (SERPs). This channel has become irreplaceable for many marketers in driving qualified website traffic by engaging users with relevant ads that match their specific search queries.

It’s evident that there is a growing importance of mobile and local SEM in brands’ media mix – specifically as a performance-driven channel. However, the way consumers are using search is evolving, as they turn to voice and visual search technologies to add convenience to their experiences. 

The incorporation of AI and advanced data analytics into SEM is also dramatically changing the landscape, requiring businesses to consistently evolve their search strategies to stay at the forefront of digital marketing innovation and best meet the consumer’s needs. 

Major Trends and Changes in SEM

SEM is constantly in flux, shaped by the continual advancements and updates in search engine algorithms. Understanding these shifts is essential for marketers looking to maintain a competitive advantage in digital advertising.

Search Algorithms and Their Impact on SEM

Major search engines like Google continuously strive to enhance user experiences, resulting in frequent and significant algorithm changes. Over the past year, Google has implemented several important updates:

  • April 2023: Replaced first-click, linear, time decay, and position-based attribution models with data-driven attribution to better align with evolving consumer behaviors.
  • May 2023: Introduction of AI-driven innovations at Google Marketing Live, refining both Search and Performance Max campaigns.
  • August 2023: Implementation of the Limited Ads Serving policy to improve ad clarity and build trust.
  • September 2023: The Helpful Content Update launches, focusing on seamless transitions from ads to landing pages that directly answer user queries and enhance the search experience. This highlights the need for marketers to develop content that resonates with the audience’s expectations and addresses their primary concerns about brands and their offerings.
  • October 2023: Introduction of search themes in Performance Max to refine ad targeting.
  • November 2023: Google shifts towards privacy-focused ad strategies, moving away from third-party cookies and instead emphasizing the use of first-party data and contextual targeting.
  • February 2024: Enhancement of AI-powered Search ads as well as the introduction of AR & VR features for shopping, aimed at improving ad engagement and consumer insights.

Each update underscores a shift towards more personalized, efficient, and privacy-conscious marketing strategies, challenging marketers to innovate within the constraints of enhanced user privacy and advanced technological capabilities.

The Rise of Mobile and Local SEM

In today’s digital ecosystem, mobile optimization and local search strategies are paramount. Mobile-friendly websites should balance aesthetics and usability, aiming for fast loading and easy navigation for users. For local businesses, the integration of location-based keywords and localized ad targeting into their SEM strategy is indispensable. This focus enhances visibility on SERPs, especially for searches with local interest, thereby connecting businesses with their highest-intent target audiences more effectively.

Voice and Visual Search Innovations

Voice and visual search technologies are reshaping the SEM strategies. Voice searches, powered by digital assistants and smart speakers, tend to feature longer, more conversational queries. This change means we need to use different keywords that match the brand or campaign’s main focus, like questions and phrases. 

Visual search, leveraging AI to allow image-based searching, enhances web interaction, particularly in shopping and information discovery. Integrating visual search into SEM strategies can significantly boost user engagement, conversion rates, and brand recognition while providing insightful consumer behavior data, making it a pivotal element for more successful and efficient marketing campaigns.

Adapting to the growing trends of voice and visual search requires websites to be user-friendly and equipped to provide accurate, easily accessible information. SEM practitioners must continually update their strategies to align with the evolving preferences and behaviors of their audience, ensuring their campaigns remain effective and relevant.

Effective SEM Strategies in Today’s Digital Marketing

Today, effective SEM strategies have become pivotal for standing out amidst intense competition. These strategies have evolved significantly, transitioning from outdated techniques to sophisticated approaches that prioritize user experience and content quality.

  • Content and Keyword Strategy Adaptations: The move away from keyword stuffing to strategies that focus on user intent and content quality reflects a significant shift in SEO and SEM practices. Originally, keyword stuffing aimed to improve SERP rankings but often led to poor user experiences. Today, search engines favor high-quality content that delivers on its promises, aligns with user behavior and intent, and satisfies users’ needs. This change is important because voice and visual searches are on the rise. Content must be engaging and specifically designed for natural language queries.
  • Leveraging Data and Analytics: Data analytics, powered by AI and machine learning, plays a crucial role in refining SEM strategies. Platforms like Google Ads employ these technologies to analyze large datasets, considering factors like user behavior, demographics, and past performance. These insights allow marketers to optimize their campaigns more effectively, adjusting bidding strategies in real time based on dynamic user behavior patterns.
  • Integrating SEM with Overarching Digital Marketing: For maximum impact, avoid thinking of SEM as a separate initiative and instead incorporate it within a broader digital marketing strategy, considering the intertwining of SEO, social media, and email marketing. This cohesive approach ensures that all channels work together towards a common goal, enhancing the overall effectiveness of the marketing efforts. 

Future of SEM and Staying Ahead

Rapid advancements in technology, such as AI and data privacy, are not only influencing but also redefining the future of SEM, necessitating that marketers integrate these elements into their strategies for sustained success.

  • Continuous Learning: As the SEM industry evolves, marketers must also evolve, adapting to changes to maintain a competitive edge and bringing a spirit of experimentation. 
  • Leveraging Campaigns for Experimentation: View campaigns as opportunities for testing and learning, diving deep into analytics to gather actionable insights.
  • Holistic Data Tracking: The cross-platform tracking capabilities of GA4 allow for a comprehensive understanding of marketing efforts across channels, facilitating more efficient budget allocation through detailed data attribution.
  • Industry Insights: Staying informed through industry publications and resources is vital for learning about the latest SEM developments.

Adopting ethical practices is crucial not only for building trust with consumers but also for ensuring long-term success and compliance with regulatory standards. 

Here are some key considerations:

  • Clear and Ethical Communication: Deploy honest, transparent advertising with high-quality, relevant content, adhering to ethical guidelines and responding to feedback to enhance trust, improve user experience, and provide value.
  • Safeguard Privacy and Ensure User Consent: Adhere to privacy laws and respect user preferences, providing clear options for data tracking and personalization consent.
  • Promote Equity and Inclusion: Ensure ad targeting is free from discriminatory practices and embraces inclusivity, catering to a diverse audience without exploiting vulnerabilities.
  • Sustainability Consideration: Prioritize sustainable SEM practices by optimizing resource use and minimizing digital waste, reflecting environmental responsibility.

Emphasizing a blend of technological innovation, adaptability, and stringent ethical standards lays out a strategic blueprint for thriving in SEM’s dynamic future.

Mall of America’s Journey to Boost Engagement Using TikTok Spark Ads

Posted on by Coegi

Brief

The Mall of America campaign leveraged TikTok’s Spark Ads, an advertising tactic that allows businesses to amplify their organic content or collaborate with influencers to boost posts. Spark ads were incorporated into the marketing strategy to boost engagement and enhance the Mall of America’s online presence by engaging a vast audience through authentic and compelling content.

Highlights

68%
increase in click-through rates

45%
reduction in cost per click (CPC)

40%
of the campaign’s total conversions

Challenge

The primary challenge was to increase engagement and conversions through TikTok without using to traditional advertising methods. The goal was to use an approach that felt authentic to TikTok’s user base while also efficiently using the budget to maximize return on investment.

Solution

To address this challenge, the Mall of America campaign utilized TikTok Spark Ads to boost organic content and influencer collaborations. This strategy was chosen for its ability to repurpose existing engaging content and leverage the authentic voice of influencers, thus aligning with the platform’s culture and increasing the likelihood of audience engagement.

Results

The Mall of America’s experiment with TikTok Spark Ads brought fantastic results, showing a big increase in people clicking on their content while spending less money on each click. These ads didn’t just achieve more views; they were effective in getting people to take action, accounting for 40% of the campaign’s conversions. The ads also helped the Mall of America gain 119 new followers on TikTok in just one day, proving that smart advertising can also grow your online community.

Key Takeaways

TikTok Spark Ads offer a powerful tool for businesses looking to leverage their organic content and influencer partnerships effectively, leading to more action at lower costs. For brands considering Spark Ads, it’s essential to evaluate the potential of existing organic content, decide between traditional versus influencer-based ads, and determine success metrics that reflect the unique advantages offered by TikTok’s advertising solutions.

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