FORUM PREGNANCY AND CHILD HEALTH

The fifth consecutive “Pregnancy and Child Health Forum” is one of the largest and most recognizable forums of this nature, which this year managed to gather nearly 2,000 guests in two days.

THE PROBLEM

Investor needed professionals to help them with targeted promotion of this year’s (2016) Pregnancy and Child Health Forum on Google and Facebook to relevant audiences consisting of expectant and current mothers. The other channels they used were radios and banners on the band’s websites. They also relied on media partnerships. Our role was to be a trusted partner who, in addition to advising them, had the task of preparing and monitoring the implementation of the strategy on Google and Facebook, as well as the achievement of pre-set performance goals.

SOLUTION AND STRATEGY

To achieve the set goal, we used:

• Promotion on the Google Display Network with relevant visual and textual content leading to the event page;
• Facebook banners leading to the site;
• Remarketing to anyone who has been on the site but has not declared their presence;
• Mailing to participants from previous years (who achieved good results).

Our strategy included serious segmentation of audiences and their division into various relevant sub-targets such as:

• Mothers of children up to 4 years;
• Pregnant women and those with interests related to pregnancy;
• Targeting women by relevant interests;
• Similar and Lookalike audiences (audiences similar to those who visited the site – with similar demographics and interests). They also worked more than well.

The segmented targeting helped us track the funnels more easily and showed us which target and which channel worked best. For example, thanks to segmentation, we found that although we had the most clicks from the “pregnant women” target, their subscriptions were among the lowest.

Also, thanks to the aforementioned approach, we subsequently had the opportunity to exclude certain audiences and leave only the best converters in order to provide as many participants as possible.

In the last days of the event we replaced the banner content and their messages with ones that create the so-called. “Sense of urgency” of the user, mentioning ” limited places ” or that ” there are only 5 days until the end of the recording “. 

A special Facebook page was created to bring together people who are interested in the forum and give them information about the event, speakers, sponsors. We also used it as a place where people could ask their questions and get a quick and adequate answer. 

RESULTS

At the end of the two-month advertising campaign “Pregnancy and Child Health Forum” gathered nearly 2,000 participants, including:

The quick feedback provided by the advertisement and the constant monitoring of the registrations suggested that the hall would be full. This helped Investor to find as many brands as possible to sponsor the forum and attend the event with their stand. Their total number was 28, which is significantly more than in previous years, and among them stood out names such as Lidl, Philips Avent, Mutsy, NUK and Henkel.

In order to show how valuable the audience is, in addition to children’s playground and catering, for the convenience of those present were built:

• A breastfeeding area – built by Philips Avent – the area was located in the hall so that the ladies would not miss the lectures. All the necessary conditions for the complete comfort and tranquility of the nursing mothers were provided.
• Swaddle area – built by Lidl – they promoted their own brand of diapers and wet wipes “Toujours”, providing their products free of charge so that mothers can try them.

This year was also marked by the presence of even more interesting lecturers, as well as important partnerships with some of the largest hospitals in Sofia – Alexandrovska and Mother’s Home.
A strong exhibition was prepared for the sponsors themselves so that they could present their strengths. They themselves had the opportunity to carry out commercial activities and to position themselves in terms of image through two big raffles. Due to the large scope of the media group, the partners also received strong coverage.

From a performance point of view, the results are as follows – an average high cost per click of € 0.04, and reaching 1000 people cost us € 0.94 . Given the strategy we set as the basis of our approach, we had the opportunity to test different audiences, and this gave us information about which channel presented itself and how. Subsequently, we optimized all costs to the maximum. We can also boast that we have managed to show that Google and Facebook are great platforms that can be most effective for performance advertising with the right strategy and execution.

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