NJ Health Department

Project Overview

• Client: New Jersey Department of Health

• Objective: Reactivate post-COVID booster vaccination rates across target demographics through targeted digital creative strategy and performance-driven messaging.

• Duration: 7 Months | Budget: USD 17,000

• Channels: Google Display Network (Scroll Media Network), Meta (Instagram & Facebook)

Campaign Challenge Following an immunization rate plateau, the initiative required a rapid strategy overhaul to shift the campaign from passive awareness into an active, conversion-focused community registration campaign.

Strategic & Creative Interventions

• Creative Matrix Adaptation: Audited delivery health and pivoted creative assets from static square images into high-impact 16:9 story and short-form video formats, driving higher engagement and visual placement efficiency.

• Conversion-Driven Funnel: Replaced top-of-funnel post boosts with targeted lead-generation funnels and direct-registration messaging, seamlessly guiding users from impression to booking.

• Precision Audience Targeting: Refined geo-targeting and audience segmentation models to eliminate media waste and ensure local relevance across key New Jersey demographics.

Campaign Impact & Results

• Expanded Reach: Tripled campaign visibility from 110,000 to 334,000 impressions on the exact same budget.

• High-Intent Engagement: Generated 3,400+ direct clicks, creating a high-intent vaccination registration pipeline.

• Media Spend Efficiency: Significantly improved CTR and CPC by aligning strong creative messaging with precise placement optimization—driving real public health outcomes without expanding budget.

Key Takeaway Campaign scale isn't just about media spend—it’s about aligning message, visual format, and audience insights. When creative strategy and performance tracking work together, campaigns achieve massive reach and action efficiently.