Creative Data > Creative Data
FCB/SIX, Toronto / LIFESTYLES HEALTHCARE / 2021
Awards:
Overview
Credits
Why is this work relevant for Creative Data?
MAKING STI DATA SEXY
Every year the Australian Institute of Health and Welfare (AIHW) publishes academic data on the spread of sexually transmitted infections (STIs) in Australia. Yet, despite these data being made widely available, STIs such as syphilis and chlamydia have more than doubled in the past decade. With many condom brands in the category focusing on pleasure and performance, we saw an opportunity to visualize STI data in a way that builds engagement around the product's health and safety benefits.
Background
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
? Repeat visits
OUR BRIEF
Reinforce LifeStyles’ position as a leading sexual health and wellness brand by creating a lasting relationship with consumers outside of the bedroom.
Describe the creative idea / data solution
HEALTH DATA MEETS WEALTH DATA
Similar to stocks, STI searches can be highly volatile, and can swing from highs to lows at any moment. With these fluctuations in mind, we saw an opportunity to activate STI data in a way that engages young Australians and incentivizes them to practice safer sex through upside potential.
INNOVATION
A stock-market inspired, e-commerce platform for LifeStyles Healthcare that uses compelling data visualization and an engaging discounting mechanic to create 1:1 relationships with consumers. Because STIs, like stocks, are Publicly Traded.
ORIGINALITY
There are many tactical ways to acquire first-party data. Unfortunately, many of them tend not to serve the purpose of brand building. In addition to its novel pairing of STIs and stocks, Publicly Traded shows clients need not compromise between big, brand-building creative ideas and high-performance marketing.
Describe the data driven strategy
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.
Describe the creative use of data, or how the data enhanced the creative output
DATA JOURNEY & IMPLEMENTATION
Google Trends API to gather real-time search data on Australia’s six top STIs.
Custom-built algorithm to collect and visualize data every 15 minutes.
STI search data powers data-driven pricing with an inverse pricing mechanic.
Acoustic to serve up triggered Price Alerts via email or SMS for 1:1 engagement.
Platform data to push hyper-targeted social ads when and where STIs were trending.
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.
List the data driven results
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%.
FIRST-PARTY DATA ACQUISITION
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
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