The consumer at-home, health-testing market was 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.
LetsGetChecked appointed VCCP PR New York 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, VCCP PR New York 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 and drive cut-through in earned media channels.
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.
We made ourselves part of the conversation by getting involved in the things people really care about, including sports like soccer and golf. We used the Superbowl as an opportunity to open up a conversation around weight and diet-related health issues and publicised the pivotal role of Let’sGetChecked in facilitating the first televised PGA golf tournament. We also shouted from the rooftops (and Times Square) about successful funding milestones.
All in all, we increased LetsGetChecked’s editorial category share of voice in at-home testing from 4% to 41%, taking the brand from an average of 17 pieces of global editorial coverage a month, to 1,943 pieces.
VCCP PR New York and the wider VCCP Group have helped LetsGetChecked’s rapid expansion into North America. All told, the company has recorded an 880% year-over-year growth since March 2019.