Media Campaign
Formalizing a go-to-market strategy focused on brand awareness and demand generation
After Roe v. Wade was overturned, Upstream, a nonprofit focused on reducing unplanned pregnancies through contraceptive care training, recognized the urgent need to expand nationally. Lacking a formal marketing plan and facing a hesitant, COVID-weary audience of primary care providers (PCPs), they turned to us. We crafted a go-to-market strategy, informed by customer and stakeholder interviews and industry research, which set the course for their 2023 media campaign, creative direction, and key initiatives.
This campaign turned the brand into a verb, a rallying cry for PCPs to finally overcome the toughest challenges in reproductive care. We didn’t just talk—we zeroed in on a highly targeted list of ABM clinics and launched a full-funnel assault, from eye-catching native ads and video to social media and content syndication, all anchored by a powerful landing page. Our agile media strategy wasn’t just adaptable; it was relentless. We tested and fine-tuned every message—from sparking urgency to promoting ease of use, championing reproductive care within primary care, and boosting confidence among clinical teams. The result? A campaign that did more than generate demand; it fueled a movement.
The campaign reached 91% of Upstream’s target accounts, engaging 324 facilities. It generated 1,991 new contacts and drove 34,000 visitors to campaign landing pages.