Created while I was Director of Marketing for The Bureau of Small Projects, on behalf of the Bipartisan Commission on Biodefense.
Awareness strategy, landing page and paid media
Bipartisan Commission onBiodefense.
Making biodefense matter to people outside Washington.
The challenge
The Commission, co-chaired by former Senator Joe Lieberman and former Governor Tom Ridge, studies how ready the U.S. is for biological threats and recommends policy to fix the gaps. It needed the public to care.
What I did
The awareness strategy, a public landing page, and a paid campaign across five channels: OTT streaming, Google, YouTube, LinkedIn and Reddit. We aimed at registered voters, civically engaged audiences and preparedness communities, and moved budget toward whatever was working.
The result
1.3 million impressions, 79,678 landing page visits, a 3.37% Google Ads click-through rate, and 97% of OTT viewers watched to the end. The Commission kept coming back for more.
The work
What I brought
- Awareness strategy
- Landing page
- OTT video
- Paid search and social
- Optimization
This work was created for The Bureau of Small Projects, on behalf of the Bipartisan Commission on Biodefense. All rights belong to the agency and the client.