Campaigns with a cause or how we managed to engage ladies with educational content
Gedeon Richter is a specialty pharmaceutical company with a focus on women’s health that has combined tradition and innovation in pharmaceutical manufacturing for more than 120 years. With its widely recognised expertise and comprehensive product range, Gedeon Richter is a major player in the field of women’s health. It was this that inspired them to create the Health for Her Facebook page to educate the female audience in an interesting and enjoyable way and to raise their awareness of various gynaecological conditions and diseases.
Gedeon Richter contacted us with a curious assignment for a full-fledged educational Facebook campaign on Polycystic Ovary Syndrome (PCOS). The aim of the campaign was to inform and reach more ladies with important, useful and rich content. These types of campaigns are part of our overall brand strategy and have a purpose and cause to help ladies who have specific questions about women’s health topics. Our favorite thing about them – for us and for Health For Her fans alike – is that during the live tapings, extremely in-depth information is presented, coming directly from women’s health experts. Information that often cannot be found on the web or that users often do not know how to sift quality from poor quality
The big challenge for us was to introduce the symptoms of PCOS to the audience of the Health for Her page and the Gedeon Richter brand in a way that was both attractive and sensitive. The campaign had a purely educational purpose, so the idea of live online lectures by a women’s health professional proved to be an excellent method. The Facebook Live format and the sessions with Dr. Nikolov would allow us to tell the stories of the patients with PCOS and give essential information from personal experience that would be useful to other ladies.
Our second task was to convey voluminous information in an accessible and attractive way. Topics such as this require a highly professional approach to reassure the audience of the credibility of the information provided during the campaign and to create a safe space where users are free to ask questions on a topic that directly affects them but also requires a degree of discretion. So in addition to Dr. Nikolov’s authority, we had to rely on a personal and unique approach to the storytelling and tone of voice in the content we published.
THE STEPS WE WENT THROUGH
Unique tone of voice
In order for our campaign to have integrity and embody Health’s values for it, we first needed to establish a unique tone of voice and visual identity. We were striving for a personal, close sound, which in no case should have bordered with familiality. Our goal was to predispose the audience by giving them both a sense of brand authority and empathy. We talked to you and linked the topic to the real concerns that patients with PCOS experience. We have made it clear that the lectures are given by a distinguished specialist (well known to our audience by now) and are completely free. We appealed to the freedom to ask questions during the live session, because for us, the personal touch was not just a marketing approach and a way to position the brand, but a reality. We took on the role of mediators between the brand and the fairer sex and each of them, who asked a question during the live inclusion, received a specific answer and guidance from Dr. Nikolov. The message that guided us was, “It’s important to be informed.” We placed the user in separate situations – that of a woman with PCOS, that of a friend of a woman with PCOS and that of a relative. In all of these cases it was important to us that the ladies were left with the feeling that awareness was important to the ladies in each of these cases.
Communication before the event
We launched a campaign with posts aimed at letting ladies know what event was coming up and when they could join in to watch it.
They were followed by a teaser video to hint at some of the topics of the event and to reveal to the audience who will be the keynote speaker.
Based on our campaign performance to date, we’ve done a brief comparison of which audiences are working for us. We sifted out the audiences with interests we would include and included new ones. As this was the second live event we have done with Gedeon Richter, we created remarketing audiences from users who had engaged with the first. We included the Lookalike audiences that work so well (Lookalike page engaged; Lookalikes engaged with 1st event; Lookalikes viewed videos), and just before the event itself we launched a campaign for Event Responses.
In conclusion, the realized content scores of the five influencers achieved values of:
- 395 791 users reached
- 10 665 likes on the posts
- 504 post reservations
- 89 560 sticker views
Communication after the event
During the live broadcast there were a large number of comments with questions to Dr Nikolov, which was a clear sign to us that the campaign should not stop there. The interest of the audience led us to make a post-campaign post in the form of a PDF file containing the answers to all the questions asked during the live event. We then continued with an informative format, such as the Instant Experience, with the highlights of the lecture broken down and portrayed in an interesting way for the audience.
WHAT WE ACHIEVED
By building on the formats, we were able to introduce the audience in detail to scientific knowledge that they could make sense of in its entirety and through their personal experience. In our practice we strive to say more things with fewer words, but in this case we opted for richer formats that allow us to do the opposite – give added value in words. We broke down the information into essential and valuable parts that can be best understood by both female consumers with a good health knowledge and women with a lesser knowledge. So we could afford a variety of outposts and excellent planning. This approach worked for us and the campaign’s objectives because on one hand it helped us to inform the brand’s audience and on the other – to keep their attention for a long time.
Being able to ask the doctor questions in turn upgraded the users’ online experience many times over, as this gave them another chance to be informed about this sensitive topic. Once they have watched the lecture and had their personal case answered by a professional with a distinguished name in gynaecology, they gain a much clearer understanding of the condition and its accompanying symptoms. The choice of formats from the very beginning of the campaign (static posts, video, Facebook live, Instant Experience with educational carousels and PDF with frequently asked questions) was dictated by our good understanding of the purpose of the campaign, namely – completely free education of the audience on such an important issue for women’s health as Polycystic Ovarian Syndrome. If we were to put the campaign into numbers, it would look like this:
- Unique users reached – 254,712
- Advertising impressions – 779,912
- Total reported link clicks – 8,242
- Average time spent viewing the canvas – 01:19.84
- The page organically gathered 634 new likes.
After the campaign for PCOS, we had follow-up campaigns for the other parts of the series, the aim of which was to further develop the topic and make as many users as possible aware of the important issues surrounding the syndrome. That’s why we kept the personal and unique approach to storytelling and tone of voice in the content, and developed targeted audiences by remarketing to everyone involved in previous parts of the campaign.
FOR THE FINAL
Delicate topics require a delicate approach to predispose the audience. With a good knowledge of the nature of the topic as well as the audience, we were able to create authentic and close to the users communication. With subtle visuals and contextual references, we successfully shortened the distance and predisposed the reached users so that they communicate freely with the brand and Dr. Nikolov, as well as with each other.