ASSIGNMENT/OBJECTIVES:

Create a comprehensive diabetes consumer education campaign designed to encourage better health among Hispanics 45+ with an existing diagnosis.

EXECUTION

Based in the key insight that Hispanics tend to take their health for granted, we created “Cuida Tu Don,” a holistic TV, digital, mobile, SEO/SEM and CRM campaign featuring legendary television host Don Francisco.

A responsive digital platform (www.cuidatudon.com) gave consumers access to easy-to-digest diabetes education through articles, expert tips videos, testimonial webisodes and a comprehensive eCRM program.

RESULTS

Total site traffic topped 63,947 visits, averaging over 5000 visits per week with an average banner CTR of .95% (roughly 9x above average for GM and Pharma)

All advertising drove traffic to www.cuidatudon.com, responsive digital platform provides easy to digest T2D education through articles, expert tips videos, webisodes featuring real patients and comprehensive eCRM program.

Digital/Mobile: Integration in “Va Por Ti” page and strategic presence in Univision.com featuring educational display banners, pre-roll units and mobile banners.

SEO: Development and implementation of meta tags, targeted key words, alt/heading tags and XML sitemap to improve website rank and interaction with both users/search engines.

eCRM: Opt-in registration to receive more information from cuidatudon.com. Monthly emails and bimonthly SMS Texts followed a messaging calendar based on the three pillars of campaign (nutrition, exercise, treatment), as well as seasonality periods. Communication provided tips and “easy to digest” information on T2D, maintaining consumers’ engagement and encouraging action in disease education and management – e-mails consistently reminded consumers of the importance of maintaining good communication with their doctor and adhering to their treatment plan.

Mobile, resulted highest 70% active site sessions, compared to 20% tablet, 10% desktop. Total site traffic 63,947 visits with average of over 5000 visits weekly. Average banner CTR .95%, approximately 9x above average GM and Pharma CTRs; particularly pre-roll creative resonated well with audience average CTR 4.71% mobile (well above the CTR range 1.41 – 2.66% mobile video). eCRM, the e-mail open rate for patients was 69.23% and 60% for caregivers, well above average healthcare open rates of 49%. Clicks and engagement with emails above average 3.7% with 28% for patients and 10% for caregivers. We captured almost 800 highly qualified leads. Our campaign awareness study conducted late February 2015, 19% of US Hispanics remember seeing something about Cuida Tu Don, among them, 43% associate it with Type 2 Diabetes; 6 in 10 Hispanics who had exposure to Cuida Tu Don campaign took action after seeing or hearing about it.