Case Study: Ad Council drives 3.4M+ vaccine information sessions with Whole Whale

Ad Council drives 3.4M+ sessions with Whole Whale

The Ad Council, a public service communications organization, faced the challenge of promoting factual COVID-19 vaccine information to a hesitant U.S. population during a critical public health period. They partnered with vendor Whole Whale to utilize a $9 million in-kind Google Ad Grant, aiming to effectively target and answer prevalent public questions.

Whole Whale executed a nationwide paid search campaign focused on identifying and targeting user hesitations. The solution drove over 33 million impressions and 3.4 million website sessions, with paid search becoming the #1 contributor to FAQ views and accounting for 80% of all priority conversions. According to an exit survey, 61% of users left feeling more confident about getting a vaccine.

Ad Council