Multichannel Marketing for a Big Moment

Geben was hired to develop and implement a multichannel communication plan, which included digital advertising, focused on raising awareness for infantile spasms during one of the organization’s important awareness events, Infantile Spasms Awareness Week 2020. The challenge was to quickly and efficiently increase awareness of the seriousness of infantile spasms among expecting parents and parents of young children within the seven days of Infantile Spasms Awareness Week.

Geben created a digital advertising strategy using Google’s video display network, YouTube, Twitter, and Facebook advertising. The team also addressed the need to reach both English and Spanish speaking populations and helped devise a budget that supported both groups.

It was decided that the hook of the campaign would be a compelling video that visually informed parents about what infantile spasms look like. Geben advised on sizing, formatting, and video length, taking into consideration YouTube’s various ad placements, the rise in Story ad placements, and the need to instantly catch the attention of those scrolling feeds.

With just seven days to make an impact, the Geben team passed the client’s video view objective by 137% generating 192,159 video views. Digital advertising alone increased website visits by 1,411% vs. the weekly average of the previous 10 weeks.