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2020-03-25 11:32

The Ministry of Health's campaign attracts traffic to governmental sites.

The Ministry of Health's campaign attracts traffic to governmental sites.

At the end of February, a nationwide information campaign was launched by the Ministry of Health. The campaign concerned the coronavirus – how it spreads, how to prevent infection, and what should be done in the event of suspected cases. Gemius analised how the media strategy of this campaign was built and how it contributed to the interest into the governmental website.

The campaign „What do you need to know about the coronavirus?” started on the 28th of February 2020. By the 21st of March, it had reached 22.8 million users, which translates into a coverage of 81%. At that time, the number of ad contacts amounted to 212.6 millions.

Initially, the campaign was broadcasted only via digital channels and on the radio and reached 621 thousands real users on average per day. After the 7th of March the result was multiplied, since the advertising activities on the radio significantly intensified. The number of users who actually had contact with the ad increased 3 times to an average of 1.8 mln RU daily (7-13 March 2020).

The launch of a TV campaign was another milestone in increasing the reach. It started on the 14th of March, a day after closing the schools, preschools, and other public institutions. The TV campaign significantly influenced the results: the average daily number of RU amounted to 8,9 mln and the average number of daily ad contacts boosted to 19,8mln. It is equivalent to an increase at the level 742% (RU) and 861% (ad contacts) in comparison to 28.02-12.03.

TV had the largest share in building reach - 65% of users (out of total AdReal population amounting to 28mln). Other media platforms upbuild a comparable reach  - Radio incremental reach to tv was 7.86%, digital (PC and mobile) amounted to +8.08%.

In the third week of the campaign there was also an increase of users on www.gov.pl, the part of which is the www.gov.pl/koronawirus where the information spot was directing. In the first 2 weeks the governmental web page was visited by 2.3 mln and 2.1 mln users respectively. The users generated an average of 27.6 mln page views weekly during these two weeks. Yet in the third week of March (16-23.03) figures amounted to 5.4 million RU and a record-breaking 35.2 million page views.

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