A national retail pharmaceutical chain I worked for wanted to launch a campaign encouraging people to get their COVID booster shots. They provided a very specific call-to-action (CTA) text and a detailed content structure to ensure the message was clear, encouraging, and aligned with their brand voice. The CTA had to be consistent across all materials. NDA prevents me from repeating it specifically, but to paraphrase (names are changed to protect the innocent): ‘Protect yourself and your loved ones – get your COVID booster at Our Store today.’
Steps Taken:
Understanding the Specific Requirements: I began by thoroughly reviewing the client’s specific CTA text and content structure. The guidelines emphasized a supportive and reassuring tone, emphasizing accessibility and convenience while avoiding any language that could cause alarm or hesitation. The structure was straightforward: a brief introduction about the importance of boosters, followed by the benefits of getting vaccinated at Our Store, and ending with the specific CTA.
Prompt Engineering: I developed a detailed prompt that incorporated these requirements. The prompt was designed to ensure ChatGPT adhered to the exact CTA and content structure. It included specific instructions such as:
- “Begin with a brief statement on the importance of COVID boosters.”
- “Highlight the convenience and benefits of getting vaccinated at CVS (e.g., easy scheduling, professional staff).”
- “Conclude with the CTA: ‘Protect yourself and your loved ones – get your COVID booster at CVS today.'”
- “Maintain an encouraging and supportive tone throughout.”
Testing and Iteration: After crafting the initial prompt, I generated several content samples using ChatGPT. I carefully reviewed each sample to ensure the CTA was used verbatim and that the content followed the specified structure. Any deviations from the client’s requirements forced iterative adjustments to the prompt. For example, I refined instructions to ensure that ChatGPT did not cause anxiety, focusing instead on a positive and proactive message. This phase was much more difficult than I anticipated as the legal department was very specific and unyielding.
Implementing Structured Output Controls: To enhance consistency, I added specific guidance within the prompt for each section of the content. For instance:
- Introduction: “Explain the role of boosters in maintaining health, using phrases like ‘an important step in keeping our communities safe.'”
- Our Store Benefits: “Describe the process at Our Store, using phrases like ‘quick and convenient’ and ‘trusted healthcare professionals.'”
- CTA: “End with this sentence exactly: ‘Protect yourself and your loved ones – get your COVID booster at Our Store today.'”
Finalization and Review: Once the generated content consistently met the client’s specifications, I set up a review process for final approval. This included checking for tone, structure, and precise use of the CTA. Again the legal team was involved in approving the code as well as the media department pod I was currently working with. The final content was then used across various channels, including email campaigns, social media posts, and web content.
Outcome: The configured prompt enabled ChatGPT to generate consistent, on-brand content that adhered to Our Store’s exact specifications. The final materials effectively communicated the importance of COVID boosters in a supportive manner, aligning perfectly with the brand voice and content strategy.