Our three-part approach included campaigns to build awareness, provide education and encourage target audience members to take action.

KWP began by holding regular “test and learn” review sessions to assess the impact of different concepts and gather useful, actionable insights. We used this step to zero in on our target audiences, see how they reacted and to what types of creative and messaging. After an initial eight-week test, we set campaign goals, choose our best performing strategies and scaled up the campaign.

Through “test and learn”, to optimize our campaign returns, we measured and analyzed our social media returns at every stage. Weekly we identified the best performing marketing creative, eliminating poor performing creative, adjusted the marketing mix, and developed and ran new creative based on results.

The company soon was beating industry benchmarks across channels—Google, YouTube, Facebook and Instagram—on important key metrics.