GIF Ads Case Study
Situation
Managed paid social campaigns across Facebook and Instagram to drive awareness for online urgent care among large health systems and payers.
Post-pandemic, industry trends showed a shift back to in-person care, particularly among older populations.
Partnered with the analytics team to validate this trend, confirming a 30 to 40 percent decline in virtual care usage among Baby Boomers, signaling a need to re-evaluate targeting and messaging strategy.
Task
• Needed to better engage younger audiences who were more likely to continue using online urgent care, while working within limited creative resources.
Action
Collaborated with the creative team and analyzed competitor ads to identify high-performing formats, while working around limited bandwidth and no capacity for full video production
Identified that short-form, mobile-first formats like GIFs and story-style creatives performed well in placements such as Reels.
Additionally through GIFs we were able to explain the multiple benefits of virtual care( such as all the different conditions we could treat in one ad).
Developed and implemented a standardized GIF template across clients to efficiently scale production without requiring full video builds.
Result
GIF-based creatives outperformed static ads, driving a 10 percent improvement in CPC and higher engagement.
Shifted approximately 90 percent of spend toward these formats due to consistent performance gains.
Leveraged these insights to partner with clients on future creative strategy, including video and influencer campaigns.
