Scaling rapid test kit sales across six paid channels
A rapid-test product needed broad reach across multiple demographics during peak demand — without losing efficiency to a single channel cap.
The starting picture.
Rapid Test & Trace needed to grow sales of rapid test kits during a period of high demand, in a competitive market with multiple players spending heavily. The challenge was reaching distinct demographics across regions without leaning on any single channel hard enough to hit diminishing returns.
What we changed.
We deployed a six-channel paid mix coordinated to cover both intent and reach: Meta paid social with demographic and interest layers, Google Search and Performance Max for high-intent capture, YouTube video for product-explainer content, Google Shopping for product listings, programmatic display across the open web, and Spotify audio for incremental reach. Each channel was optimized to its native strength rather than copy-pasted across surfaces.