Pfizer: Raising Awareness of Atrial Fibrillation & Stroke through H.A.R.V
To start this project, we first had to update the atriajourney.ie website to have a heavy emphasis on a newly created character 'H.A.R.V'. HARV stands for Holographic Augmented Reality Videogram, and he is a friendly character created by Pfizer to raise awareness of Atrial Fibrillation (AF) and Stroke. Patient empowerment is important but equipping them with the correct information is key especially with all the “fake news” around. 3D Videos were created where HARV travels inside the human body to show the general public how AF affects the body. It was our task to design a website that housed these videos and also gave information about the illnesses.
Based on the 3D Character, HARV, we designed a brand identity to use on the website and a visual language for use across campaign collateral. As HARV travels through the body, through a sea of deep red blood cells, we decided to create a contrasting, cool hue palette.
We then looked at how best to get people to this website by undertaking persona marketing and establishing the key target audiences.
- UI Design
- Social Media Campaign
- Display Ads
- Print Ad
There were three personas decided upon for the marketing campaign: Under 65's, Over 65's, and Healthcare Professionals. Under 65's were targeted to make them think of their loved ones. Are the older people in their lives aware of the risks of AF, and how can they spread awareness of their learnings? Over 65's were then targeted because of their age. This age is most at risk to AF and Stoke. Due to the hidden symptoms, we wanted to make them aware of the dangers and urge them to get checked if they suspect an irregular or fast heartbeat. We then targeted Healthcare Professionals; as HARV is an excellent video tool to show newly diagnosed AF patients.
Month 1 on social media, we focussed on general awareness. We created a number of short-format video content for LinkedIn, Facebook, and Instagram. We also created carousel ads, display banners for target audience-relevant websites, and a print ad for newspapers.
Month 2 we explored a number of social media polls for Facebook, Instagram Stories, and Twitter. These proved to be very successful and received a lot of engagement. We also created a shortened teaser video of the main HARV 360 video on the website, to entice people to click through to view the content in its entirety.
The overall campaign actions (clicks & video views) were very high. Total Clicks were 69,306 and total video views were 82,486. There were a total of 8,779 visits to atriajourney.ie between May and August 2021.
Facebook & Instagram accounted for the highest no. of clicks and video views. The CTR for LinkedIn was higher than the industry average (0.58% Vs 0.47%). The no. of clicks and video views was high considering the more limited but more targeted audience of Healthcare Professionals.
By analysing month-on-month stats, we increased click-throughs by a massive 167% .
Phase 1(Awareness Stage) Actions: 42,600 Vs Phase 2 (Engagement Stage) Actions: 113,963.
This is likely a result of the question polls in phase 2 which as we’ve seen generated a lot of engagement:
FB and Insta polls combined: 434, 879 Impressions & 15,272 Clicks.