The first, essential step was to immediately introduce new messaging and creative to proactively address our audience’s reality. But we partnered with our client to take it a step further, supporting them in launching a program offering broker fee relief to anyone impacted by the pandemic. Together, we re-envisioned the funnel at all touch points – ad, landing page, and offline call. Lastly, in light of a reduced media budget, we advocated for more flexibility in adjusting spend by day, allowing us to maximize awareness of our initiative.