Zoely was a new contraceptive pill made with hormones similar to a women’s own, and therefore was more agreeable – a characteristic that appealed to our Gen Y female target. Even though conceptive pills are typically low involvement, we needed to get them asking their GPs for Zoely, a significant challenge as Australian regulations stipulate not mentioning the product name.

To achieve our objectives of educating and engaging over 100,000 Gen Y women, we reached them on health and beauty sites (where they gathered most health information). However contraceptive pills are purchased in multi-monthly increments, so our message - to ask their doctor for the pill right for them – still had to be front-of-mind up to three months later.

With click-though rates traditionally low, we created highly-engaging interactive banners, providing all the information up front. We invited users to apply the right make-up or spray tan – a target-relevant analogy that demonstrated the importance of “finding a pill right for you.” There was also an iCal reminder service to talk to their doctor.

This resulted in an incredible 600,000 unique users reached, 5,137 iCal reminders sent, 14.1% interaction rate and week on week sales grew by 276% for campaign.

The three-month online campaign appeared in key health, beauty and Gen Y lifestyle environments (e.g. BeautyHeaven.com.au, yenmagazine.com.au, mindfood.com, ninemsn, Yahoo!). It included targeted exchange programmatic buying using contraceptive keyword locators, plus baseline PPC search and social marketing.

The concept invited users to apply make-up /spray tan to a model, with the analogy of getting it right for you, just like your pill. In the context of health and beauty sites, it provided a huge interaction rate, giving the audience a fun way to participate in the messaging.

Two weeks into the campaign, we initiated native advertising with sponsored content on contraception in key Gen Y womens’ health, lifestyle and beauty online titles.

Three weeks in, we began eDM with solus emails from Womens Health, Body & Soul and Rewards Central.

Once someone registered in banner or on our campaign site, they received an iCal reminder to talk their doctor.

Please refer to confidential information for results.