Louisiana Department of Health
Covid Defense Brand & Campaign
Launching lifesaving technology to a skeptical audience when every minute matters
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In 2020, TSE served as the lead agency for launching Louisiana’s contact tracing app in partnership with the Louisiana Department of Health, Google, and Apple.
Amidst the Covid-19 pandemic, we partnered with the Louisiana Department of Health and the Contact Tracing team at Google to bring contact tracing technology to a skeptical and fearful public.
Over a 90 day rollout window we conducted statewide research to develop the brand name, visual identity, and integrated marketing campaign. Our team executed a multi-channel rollout strategy that touched a diverse range of audience segments. We split the messaging into two categories: action and emotion.
Launch Covid Defense in less than 30 days.
At a time when every passing hour cost lives, we set out to launch the app within 30 days. Our team conducted statewide research to develop the brand name, visual identity, and integrated marketing campaign. We then executed a multichannel rollout that reached diverse audience segments using split action and emotion messaging strategies. We mobilized a community street team to work with local institutions and healthcare facilities to spread awareness.
Over 20% of Louisiana's population downloaded the app within the campaign period.
With a total budget including media of under $1mm and a timeline of 3 months, our campaign outperformed CTR and CPC rates across platforms for healthcare and exceeded campaign goals.