Case Study: Virginia Department of Health drives COVIDWISE app downloads with Madison+Main

Virginia Department of Health drives 3.6 million exposure notification users with Madison+Main

The Virginia Department of Health faced the challenge of encouraging widespread adoption of its COVIDWISE exposure notification app among a privacy-conscious public. To launch and promote this first-in-the-nation app, VDH enlisted the marketing and PR services of vendor Madison+Main with the goal of driving as many downloads as possible to help stop the spread of COVID-19.

Madison+Main implemented an omnipresent, multi-channel awareness campaign with strategic messaging that assured users the app protected their privacy by not collecting location or personal data. The results were incredible, with COVIDWISE gaining over 3.6 million users, achieving 84% adoption among Virginians, and averaging 5,605 downloads per day. The campaign also secured over 10,922 media mentions with a broadcast reach of 32.6 million, generating national coverage.

Virginia Department of Health