CASE STUDY: Raising awareness of gum disease and diabetes
Provided by International Business Times
Harnessing the power of Adprime's niche networks, leading dental brand Colgate set out to raise awareness of gum disease.
What was the Challenge / Background of the Campaign?
Gum disease is one of the lesser-known complications that can affect patients with diabetes. It is estimated that 1 in 3 diabetics suffer from periodontitis at some stage of their disease and when it is poorly managed, it can lead to periodontal diseases in both children and adults. Colgate came to Adprime with the challenge of aligning their toothpaste products to tackling this problem and raising awareness amongst the health conscious main shopper and an audience who are seeking information on gum disease and/or diabetes whilst achieving an above industry CTR.
What was the Campaign Objective?
Adprime Media operates several niche ad networks specialising in specific categories helping advertisers reach the right audiences. So when Colgate wanted to target a health and wellness audience and more specifically diabetes sufferers they knew that they could actively seek out those audiences. The main campaign objective was to promote gum health among diabetics with the main aim of achieving an above industry average CTR.
What was the Solution?
Adprime suggested the use of targeted Flash formats to create impact and convey impactful messaging. Using custom channel building we worked with Colgate to build targeted channels according to their target audience and the goal of the campaign. Using our numerous targeting points we were able to reach Colgate's audience from site targeting to data targeting. This allowed us to combine various targeting options such as, demographic, geographic, and content channels to reach their audience.
What were the Results?
Adprime's advertising solutions include both brand marketing and direct response by leveraging expertise, reach, extensive targeting and optimisation to accomplish marketing objectives - this was vital to the success of this campaign. Our cutting edge technology and dedication to success gave Colgate a targeted ad campaign that accurately reached this receptive audience. Performance across all delivery channels were monitored with diabetes targeting outperforming the market with a 0.20% CTR. The client was delighted and the campaign objective was met.
What were the Key Learnings of this Campaign?
This was a targeted campaign raising awareness of gum disease and health among sufferers with a focus on people with diabetes. Adprime were able to optimise the campaign by continuously monitoring performance on websites. Impressions were shifted to the highest performing placements and underperforming sites were immediately removed. By only offering highly visible placements on prominent positions we were able to leave an impression on our audience with high impact units that captured and engaged.