We helped save lives. And it doesn’t get any better than that!
Cervical cancer can be extremely serious if not detected early through screening. It was a subject with low awareness and a topic not discussed by our target audience. Our work with the creative agency and Facebook helped change that.
Scotland watched our online film for 78 days in total.
That stunning figure is based on 135,251 completed 50 sec video views. The online video also generated 17,296 landings to the website.
Our cinema commercial alone was seen by nearly half our target audience.
Of the 302,440 women who saw our commercial, across the campaign period 181,464 were in our C2DE, 25-34 target category. No mean feat when you remember there are only 180,000 women falling into this category across Scotland.
Our videos weren’t just watched, they got a reaction.
5,509 Post Reactions. 1,503 Post Shares. 687 Post Comments. Overall, thanks to paid promotion and post shares our Facebook ads reached 416,537 people, with earned activity extending our reach with the target audience.
Most importantly - action was taken
TNS results showed that 59% of the target audience saw the campaign. 49% saw the video. 46% saw the digital ads. 20% saw the cinema ad. Of the 59% who saw the campaign 26% said they attended an appointment or called their GP, 28% talked about the video and 14% went searching for more information online.
It was a remarkable result given the subject matter and low budget. It also proves what you can achieve when you tackle a problem differently and think outside the box – or TV as it’s more commonly known.
Media choices were geared towards courting controversy and stimulating conversation with our target market, to create a moment. It only takes a moment, and it is a moment that matters!