Wandertest

Opportunity

Wandertest was a COVID testing site located in the Minneapolis-St. Paul International Airport (MSP Airport). The company started mid-pandemic and navigated the constant changes of COVID with agility during the height of the pandemic.

What started with word-of-mouth and a prime location at the airport evolved into a brand that was worthy of giving consumers peace-of-mind for safe traveling with the gold standard of COVID tests — the PCR. Wandertest invested in its digital reputation by partnering with Br8kthru to build an online presence + increase awareness about the convenience and reliability of Wandertest’s rapid COVID testing.

Discovery & Analysis

With a foundation already established, Wandertest partnered with Br8kthru to build and implement a holistic digital ecosystem. Br8kthru built Wandertest’s website to bring value to users and started its content engine for organic search and social media. Our discovery process showed actionable keyword patterns, which led to a pillar/cluster strategy for long-term organic search equity.

Br8kthru also hit the ground running with paid media to support local interest from individuals looking for COVID testing near them.

A key learning from our discovery was the need for Wandertest to gain exposure for its brand and services. This led Br8kthru’s recommendation of using digital billboards in the Twin Cities throughout the busy holiday travel season.

Strategies & Tactics

Br8kthru assisted in compiling and creating graphics for the 14’x48’ digital billboards to serve along major highways. Our OOH (out-of-home) advertising strategy included billboards along major highways and digital billboards at the Mall of America. We supplemented OOH with paid search and social ads to engage audiences at multiple touchpoints.

Results & Measurements

The digital billboards along primary highways in Minnesota resulted in an estimated 842,000 travelers ages 18+ driving past these advertisements each week. Major freeways had higher than expected traffic while the displays were running, which resulted in 62% higher results than initially anticipated.

The affordable Wandertest brand exposure — in prime locations during popular travel times — led to our team exploring new ways to continue expanding their reputation. Most recently, Wandertest wrapped the Minneapolis light rail and pursued a digital PR campaign to gain brand awareness throughout Minnesota.

Lastly, our team helped establish Wandertest’s online brand by adding foundational content to the website, including adding an FAQ page which is the 4th highest traffic page today.

In sum, our collective marketing efforts led to a 1734% increase in revenue growth over time.

If you’re interested in using digital activities to support your business growth like Wandertest, request a complimentary Digital Marketing Gap Audit today. Our team will review your current digital marketing strategy and provide you with tailored recommendations for strategic improvements. Create a digital ecosystem that meets your business needs with Br8kthru.