Performance Digital Marketing

The client, Corona-Help.UK, is a UK Government and NHS England-approved app designed to track the national effort to combat COVID-19 through an anonymous chatbot. The chatbot collects data on users' experiences with the virus, including symptoms and self-isolation status, which can be utilized by medical researchers and decision-makers to understand and manage the spread of COVID-19.

The primary challenge faced was the skepticism from the public regarding the legitimacy of the chatbot, despite its NHS approval. The advertising accounts for Corona-Help.UK were new on platforms like Facebook and Instagram, lacking verification, which led to concerns that the chatbot was a scam. Additionally, competition arose from Facebook launching a similar chatbot shortly after the campaign began. The goal was to drive traffic to the site to maximize form submissions while maintaining a positive public image.

The tailored solution involved strategic reassurance to the public about the app's NHS endorsement, which helped mitigate negative perceptions. The campaign successfully reached over 1.62 million people, directing 52,000 users to the chatbot with an impressive average cost per acquisition (CPA) of just £0.05. This targeted approach not only increased engagement but also played a significant role in the national effort to manage the COVID-19 crisis.