Owning the home testing conversation

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The Challenge

The consumer at-home, health-testing market is dominated by one player, Everlywell. Challenger brand LetsGetChecked, a relative newcomer to the market, wanted to take them on. But with limited funds for big advertising campaigns, they needed PR to drive a momentum shift in awareness.

The Solution

LetsGetChecked appointed Good Relations as lead global agency with a dual remit: to ramp up consumer awareness of LetsGetChecked’s products and services to drive sales, as well as to support the ongoing funding and partnering initiatives that would help fuel rapid business expansion. As such, Good Relations was responsible for setting the communications strategy that would inform the activities of all in-market agencies.

Aimed at an audience with a high-disposable income, we needed to show up in the spaces and places our audiences were.

To help drive cut-through in earned media channels, that meant we had to change where health-testing stories were told. With at-home kits traditionally confined to health-specific pages and publications, the audience was limited.

Our strategy was to take at-home health-testing mainstream and onto the news pages and broadcast channels, by tapping into cultural conversations and calendar moments. Leveraging celebrity and sporting partnerships, we set about campaigning for people to take back control of their own health.

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The Impact

1000% uplift in LetsGetChecked’s editorial category share of voice in at-home testing from 4% to 41%
Number 1 supplier of Covid-19 tests to businesses in the US within 4 weeks of launch
Took the brand from an average of 17 pieces of global editorial coverage to 1943 pieces
Increased positive coverage sentiment globally from 4% to 30%
2,500+ Colorectal Cancer at-home screening kits sold in immediate 24 hours following broadcast campaign

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