A Multi-Generational Approach To Raising Awareness Of AF And Stroke
Results
High Engagement Levels
Achieved 82,486 video views during a 3-month period.
CTR Improvement
Boosted click-through rates by an impressive 167% month-on-month.
Effective Engagement Strategies
15,272 clicks through interactive polls, significantly enhancing user interaction.
About The Customer
Pfizer are the world’s largest biopharmaceutical company, with a broad and diversified global product portfolio, and leadership in virtually all key high-growth therapeutic areas.
Industry
Pharmaceuticals
Company Size
Enterprise
Services
Brand Identity
Website Design
Social Media Strategy
Social Media Content Creation
The Challenge
Atrial fibrillation (AF) describes the rapid, irregular beating of the left atrium or upper chamber of the heart. Atrial Fibrillation may lead to significant negative health outcomes, including stroke. In fact, the risk of stroke may be five times higher for an individual with AF. A lot of the time, AF goes undiagnosed as it doesn’t always have symptoms. For this reason Pfizer wanted to raise awareness of the condition; and encourage both men and women over the age of 50 to check their pulse/get checked by a doctor.
Pfizer had a pre-existing 3D video of a character named ‘H.A.R.V’ and this video showcased him travelling through the body and showing the affects of AF/Stroke on the body. This content acted as an engaging and informative guide for the public on navigating the condition. Pfizer required a place to host this video and a method to drive traffic there.
The Solution
The Smart Group partnered with Pfizer to launch a multi-phase digital campaign, strategically designed to increase awareness and engagement. The campaign was split into three different target audiences: Healthcare Professionals (HCP’s), 50+ year olds, and Under 50’s. Due to the hidden symptoms of AF, we wanted to make Over 50’s aware of the dangers and urge them to get checked if they suspect and irregular or fast heartbeat. Under 50’s were targeted to make them think of their loved ones who are in the older category, and then HCP’s were targeted because H.A.R.V is an excellent 3D video to show newly diagnosed AF patients.
Firstly, The Smart Group designed a brand around the character H.A.R.V and this acted as a logo for the new website we designed to house the 3D Video. As well as video content, this website had several pages of informative information about the symptoms of AF and Stroke, and how to get tested.
Our approach included targeted content for Facebook, Instagram, and LinkedIn, to ensure all target audiences were reached. The campaign was divided into two key phases: Phase 1 focused on building awareness, while Phase 2 aimed at deepening engagement through interactive content like social media polls.
For paid ads on social, a number of approaches were explored including carousel posts, videos and polls. We also pushed out an animated banner ad campaign across many websites the target audiences would engage with day to day.
The Smart Group delivery eye-catching campaigns with well thought out creative content, and always impress with their positive attitude and passion. For our most recent campaign, they delivered high-performing content that proved successful across all demographics. I highly recommend The Smart Group team for all marketing campaigns.
The Results
- 69,306 total clicks and 82,486 video views across all platforms, demonstrating high engagement with the campaign content.
- 8,779 visits to atriajourney.ie during a 3-month period, driving significant traffic to the website.
- 167% increase in click-through rates month-on-month, highlighting the effectiveness of our campaign adjustments and optimizations.
- Phase 2 (Engagement Stage) actions soared to 113,963 compared to 42,600 in Phase 1, largely driven by the interactive polls on Facebook and Instagram, which achieved 434,879 impressions and 15,272 clicks.
- LinkedIn CTR surpassed industry benchmarks, with a 0.58% CTR compared to the average of 0.47%, demonstrating superior performance on a platform known for professional engagement.
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