american nurses association
paid media
awareness
traffic
conversion
turning awareness into advocacy through paid media
When the American Nurses Association launched the Reimagining Nursing Initiative, the goal was to move beyond awareness and drive real advocacy. InHouse Agency used a full-funnel paid Meta strategy to activate nurses at a national scale, delivering measurable action and benchmark-beating performance through data-driven optimization.
the challenge
The American Nurses Association needed to prove that grant-funded media investment could do more than generate awareness — it needed to mobilize nurses at scale and produce clear, empirical results.
The objective for paid media was twofold:
-
- Efficiently introduce the Reimagining Nursing Initiative to a national nursing audience
- Convert engaged nurses into active advocates through the “Count Me In” action
the approach
Inhouse Agency deployed a full-funnel paid Meta strategy, designed to meet nurses where they are and move them from awareness to action with purpose-built creative and continuous optimization.
our approach focused on:
custom nurse
audience development
Built around job titles, professional interests, and healthcare affiliations.
sequential funnel
planning
Launching with awareness and traffic before shifting budget toward conversion as performance data matured.
creative testing
across formats
Including static images, video, and motion assets.
real-time
optimization
Reallocating spend to the highest-performing objectives and audiences.
paid media execution
Platform: Meta
Market: National
Audience: Ages 24–64+, custom nursing audiences, prior social engagers, and site visitors
Objectives: Awareness → Traffic → Conversion
preformance results
paid Meta delivered efficient reach and action — outperforming
industry benchmarks while driving measurable advocacy.
$50k
TOTAL MEDIA SPEND
impressions
clicks
%
ctr (benchmark: 0.5-1%)
form fills
%
conversion rate (benchmark: 1-3%)
work that delivers
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texas state technical college
pigeon forge snow
chef bobo
genesis health clubs
texas golf association
cape may
spring creek
take your media InHouse
Our case studies show what’s possible when insight, creativity, and performance align. If you’re ready to build a smarter, more intentional approach to media, social, and creative, we’d love to talk.