THE INTIMACY OF 1:1

In 2020, one of the most effective ways to deploy targeted, cross-platform advertising is through third-party cookies. However, by 2022 Google will no longer be supporting these cookies, leaving brands to find new ways of creating 1:1 relationships with their consumers. At the heart of this challenge is creating a value exchange that keeps LifeStyles customers coming back, building engagement and loyalty.

OUR OBJECTIVE

Getting people to engage with LifeStyles on a 1:1 level, as measured by:

? First-party data (emails, phone numbers)

? Email engagement (Unique CTR, Unique Open Rates)

? Organic social growth

OUR BRIEF

Reinforce LifeStyles’ position as a leading sexual health and wellness brand by creating a lasting relationship with consumers outside of the bedroom.

PUBLICLY TRADED

A stock-market inspired, e-commerce platform for LifeStyles Condoms that uses compelling data visualization and an engaging discounting mechanic to create 1:1 relationships with consumers. Because STIs, like stocks, are Publicly Traded.

COMBINING SEX AND SEARCH

As Australians search their symptoms, our platform uses the Google Trends API to gather real time data on the six most active STIs: chlamydia, HIV, syphilis, herpes, gonorrhoea and HPV.

A POWERFUL & DYNAMIC DATA VISUALIZATION

Our algorithm pulls search data on Australia’s six top STIs every 15 minutes, then visualizes it into six individual stock charts – so users can see how the “market” is performing throughout the day.

DATA-DRIVEN PRICING

Our six charts are aggregated into a single composite – The STI Index, which uses live STI search data to drive inverse pricing for LifeStyles Condoms. So when the need for protection is the greatest, accessibility for LifeStyles is the highest.

UNLOCKING THE POWER OF HEALTH SEARCH

According to Google Health, 7% of Google’s daily searches are health-related. This is of particular interest to a condom brand since web-searches have a demonstrated value in predicting the spread of infectious diseases by region. This includes searches for STIs (e.g. “gonorrhoea”), their key symptoms (e.g. “painful urination”), and adjacent search terms (e.g. “pus-like discharge”).

GLOBAL DATA, LOCAL INSIGHTS

We started by tapping into Google Trends, which allowed us to monitor search interest for any STI over time, where it’s most searched, and what was searched in connection with it. We then created an algorithm that pulls real-time search data on Australia’s six top STIs, and used compelling data visualization to bring it to life.

OUR TARGET

Sex is like stocks. Both have similar risk-to-reward profiles that appeal to young men aged 18-35, who informed the overall purpose, tone and direction of the campaign.

DATA IMPLEMENTATION

• Google Trends API gathers real-time search data on Australia’s six top STIs.

• Custom-built algorithm collects and visualizes data every 15 minutes.

• STI search data powers data-driven pricing with inverse pricing mechanic.

• Acoustic sends triggered Price Alerts via email or SMS for 1:1 engagement.

REAL-TIME RESPONSE

As we monitored our platform, we noticed STI-related searches were spiking late at night across the country. We activated against these trends by deploying hyper-targeted ads when and where STIs were trending. So if Chlamydia searches surged in Darwin at 2AM, or in Adelaide at 4AM – LifeStyles was there with relevant, contextual messages.

PLACEMENT & TIMELINE

To launch, we pushed IPO-themed ads across Instagram, Facebook and financial websites from July 22, 2020 to August 24, 2020.

SCALE

14,600 data pulls from the Google Trends API

262,800 STI search datasets ingested

102,200 data visualizations generated

800 different price-point variations

BRAND BUILDING

931% increase in social lift across Instagram and Facebook.

1.64 million earned media hits in the first month.

CREATING ENGAGEMENT

207% increase in repeat visits vs. LifeStyles’ previous sexual health awareness campaign.

47.37% Unique Open Rate – Beat the retail/e-commerce industry benchmark by 72%.

21.05% Unique CTR – Beat the retail/e-commerce industry benchmark by 150%.

LONG-TERM VALUE

100% increase in monthly CRM sign-ups, including email addresses and phone numbers.

PR

“A dramatically different, fresh era of condom advertising.” – PENTHOUSE

“The D2C brand war is on.” – STRATEGY

“This is as sexy as stocks get.” – THE HUSTLE

Top 25 Contagious Ad Campaigns of 2020 – contagious.com