Global Growth for the World's Largest Nursing Award - Aster Guardians
Nursing professionals are the backbone of healthcare, providing essential patient care and setting clinical standards globally. Recognizing this vital role, the Aster Guardians Global Nursing Award was established not only to honor the dedication and spirit of nurses but also to inspire future generations in the caregiving field.
Aster DM Healthcare, a leading healthcare provider in the GCC and India, operates an extensive network of hospitals, clinics, pharmacies, and labs across seven countries. In 2023, this prestigious award ceremony is set to take place in London on 12th May, underlining its global significance.
Date Range: 2021, 2022, 2023
Registrations: 100% growth YoY
Markets: Global (excl China)
The primary objective was to reach nurses worldwide (excluding China) and encourage them to participate in the award. This task was formidable, requiring extensive outreach and engagement strategies. In 2022, the campaign successfully registered 25,000 nurses. The goal for 2023 was to surpass this number significantly.
Conversions and Tracking Setup:
Starting from 16th January, a robust system for tracking conversions was implemented, ensuring accurate and real-time data monitoring.
Data-Driven Performance:
The campaign was grounded in a data-driven approach, allowing for precise targeting and efficient use of resources.
Optimisations for Registration Goals:
Specific optimisations were made with a focus on increasing registrations, the primary goal of the campaign.
Remarketing Audiences:
A comprehensive remarketing strategy was developed, enhancing engagement across all campaign types.
Audience Signals for Google Optimisation:
Leveraging advanced audience signals, the campaign provided Google with the best data for optimisation.
Multichannel Campaigns:
Diverse campaign formats were tested across platforms like Google, Meta, LinkedIn, and Bing ads, ensuring widespread reach.
Accurate Conversion Tracking:
Conversion tracking was meticulously managed, providing clear insights into campaign effectiveness.
Data-Driven Scaling:
Successful campaigns were identified and scaled up, based on performance data.
Platform-Specific Insights:
Google and Facebook emerged as the most effective and scalable platforms.
Cultural Resonance in Western Markets:
Interestingly, ads featuring Indian models resonated well in Western markets, indicating a significant Indian diaspora in these regions.
Utilising Google’s Full Inventory:
The campaign leveraged all aspects of Google’s inventory, from search to YouTube, Gmail, and the display network, maximising visibility.
In 2022 we achieved 25k nurse nurse registrations. In 2023 we have crossed 50k nurse registrations. This year our target is 75k.
