GEDEON RICHTER CAMPAIGN WITH EDUCATIONAL CONTENT

The project

Gedeon Richter Bulgaria 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 video streaming and 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 information.

The Challenge

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 a renowned medical doctor 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 the medical professional’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 Solution

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 the medical profesional. 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.

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. We sifted out the audiences with interests we would include and included new ones based on past performance. 

The Result

For the event we achieved:

395 791 users reached

10 665 likes on the posts

504 post reservations

89 560 sticker views

During the live broadcast there were a large number of comments with questions, so it 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. The results were:

Unique users reached – over 1/4 million people

Total reported link clicks – over 8 k

Average time spent viewing the canvas – 80 seconds