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With aims to raise awareness and promote knowledge on Endometriosis (a uterine disease affecting nearly one in ten females) issues and the importance of scheduling regular female checkups with pelvic ultrasound, Bayer HealthCare has partnered with Yahoo to spread the word via its portals.
Yet, a one-size-fits all message is far from what this campaign is about.
By leveraging Yahoo's prime first-party audience data and its extensive reach of 93% of Hong Kong online users, the campaign devised a very clear targeting and communication strategy to find its potential audience. The campaign messaging was split into three key audience groups including women aged 18 to 25 who are young, fearless fun-seekers; those aged 25 to 35 who are starting their life-planning journeys with a curiosity to explore different possibilities; and finally, single ladies aged 35 and above who are focused on work and enjoying life.
Different messages and touchpoints for different target groups
For the 18-to-25-year-old, awareness was built in a fun and engaging manner. Messaging to the 25- to 35-year olds, on the other hand, were sprinkled with more health knowledge and information on how Endometriosis links with menstrual disorder (i.e. period pain/ heavy menstrual bleeding) and affects reproduction plus other side effects.
Finally, those aged 35 and above were drawn in via health and cautionary perspectives with more frequent reminders for female checkups with pelvic ultrasound.
The former, youngest group was targeted mainly via Instagram and digital lifestyle magazine BetterMe, while communication to the latter two groups were mainly through Yahoo News and BetterMe’s social channels.
Acquire insights to create meaningful connections
Yahoo did not just relay information to its audience, but also drew interested parties in through Yahoo Polling that included questions surrounding heavy menstrual bleeding, Endometriosis and O&G consultations.
The relevant groups were then fed articles and information helmed with catchy headlines that are masked with softer topics such as relationships, horoscopes, friendships and more. Tailored articles on women’s health and encouraging regular O&G check-ups followed, alongside a price comparison chart for women to take action.
The direct communication was complemented with Yahoo DSP banners featuring the Polling results for further retargeting. Native and content ads were also utilised to drive additional traffic.
The successful collaboration won a Gold award in Best Partnership Strategy and two Bronze awards in Best Audience Acquisition & Retention Strategy and Best Result-Driven Campaign at the Spark Awards for Media Excellence 2022.
This article is sponsored by Bayer.
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