“Being tasked with ensuring the people of South Carolina were made aware of and had access to critical health and safety information during COVID was a responsibility Cyberwoven took seriously. We went to great lengths to ensure our campaign was expansive and that no one within our reach was left uninformed.”
The South Carolina Department of Health and Environmental Control (SCDHEC) is the leading government agency responsible for public health and the environment in South Carolina. Throughout the pandemic, DHEC was tasked with providing South Carolinians with up-to-date information regarding safety protocols, testing guidelines, and vaccination eligibility.
To meet the demands of providing the public with around-the-clock information, DHEC needed a way to effectively communicate time-sensitive information about COVID.
Cyberwoven and DHEC implemented a marketing campaign that focused on highlighting the following COVID-19 updates and protocols: general safety, mask-wearing and mandates, testing, physical distancing, and vaccination guidelines. Each campaign required reliable information that included branded content, sharp messaging, and timely execution.
Delivering the Message
In times of uncertainty and panic, effective communication is essential. In partnership with DHEC, Cyberwoven developed a holistic marketing strategy that included credible influencer campaigns and a mix of traditional and non-traditional advertising. Based on the team’s in-depth market research, an understanding of DHEC’s needs and campaign goals, and targeted messaging, the team deployed a unique mix of avenues that included a new website, stayscstrong.com, direct e-mail communications, and branded assets for Facebook, Twitter, YouTube, Instagram, Snapchat, and Spotify.
Cyberwoven’s unique strategy – one that included a myriad of audience-centric messaging – allowed the team to review and monitor the results of each campaign in real-time. An ongoing review of the campaign’s performance allowed the team to craft more targeted campaigns, meet the public where they were, and further educate residents about the effects of COVID.
Making A Change
Stay Safe SC reached millions of South Carolina residents, by educating residents regarding ongoing safety, testing, and vaccination measures. The team delivered an impactful digital marketing campaign that drove change and successfully kept our communities safe.