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Case

Disease awareness via growth marketing

Our client, a top 5 worldwide leader in pharma active in multiple therapeutic areas, wanted to build a sense of urgency towards their target groups to motivate them to reach out to their GP concerning the importance of getting a pneumo vaccine.

The Challenge

Due to the intense boost of the COVID-19 vaccines, the lack of guidance on co-administration with other vaccines, and the overarching COVID fatigue, a decrease in pneumococcal pneumonia prevention in favour of COVID and flu occurred in 2021.

On top of that, a new competitor would enter the market. To anticipate on this, our client wanted to leverage its brand authority to build a sense of urgency towards their target groups (people as of 50y old) to motivate them to reach out to their GP concerning the importance of getting a pneumo vaccine.

For this campaign, our client wanted to test ad formats, visuals, copy’s & channels to grow awareness on the importance of getting a pneumo vaccin and to generate as many learnings as possible for future campaigns. 

Our Approach

Our approach consisted of the following steps:

  1. Quick analysis
    Segmentation: define key target segments and social media audiences.
  2. Ideate & prioritize
    Brainstorm on potential drivers and barriers related to the vaccin, and translate these into growth experiments.
  3. Asset creation and validation
    We created and configured the assets to get the experiments up and running.
  4. Killing/Scaling roundsWe launched the experiments and evaluated each of them on a continuous basis and killed / scaled campaigns week by week. We continuously monitored and optimized our campaigns.
  5. Report
    We developed a manual with the approach, results and best practices.

The Outcome

  1. We launched 20 experiments + different variants per experiment and tested as much as possible via Facebook & Instagram: Instagram-ads – 23k views clicks with a CTR of 3,51 & Facebook- ads – 3.9m impressions with a CTR of 3,07%
  2. Our client extended the campaign duration 2 times because of the excellent result to a complete duration of 10 weeks
  3. In this period, we collected 21.500 completed surveys on the vaccin knowledge (for Belgium)

A complete handover was organized, both on campaign level (assets) as well as on knowledge