Healthcare Social Media Ad Campaign
Healthcare ad campaign encouraging women to talk about their uterine fibroids
Our client had created video content for an ad campaign that was designed to encourage women to talk about their uterine fibroids.
PAPARICO was commissioned to execute the campaign across digital channels. Our objective was to drive traffic to the poll pages on the campaign website in order to collect data from visiting women with uterine fibroids.
The creative included 4 video ads in English language, shown to women across Europe. Remarketing was utilised on both Facebook and Instagram channels. Artificial intelligence was used to aid campaign optimisation.
Awards
We’re proud of our work! Look, what the WTF campaign won.
PM Society Awards 2022 Silver
Effectiveness – Patient Communications
Single item, programme or campaign designed to support or inform patients that is strong on creativity and has proven effectiveness.
Campaign KPIs
- 1,356,639 impressions
- 472,245 reach & 2.9 frequency
- 312,235 engagements
- 28,363 video views (2.09% video view rate)
- 16,075 clicks (1.18% CTR)
- 2,414 conversions (15.02% CVR)
Return on Investment
| £3.00 | £0.25 | £0.14 | £1.69 |
| CPM | CPC | CPV | CPA |
| cost per thousand impressions | cost per click | cost per video view | cost per acquisition |
Campaign Performance vs Science Industry Benchmark
Despite our ads being shown in English language to women across Europe, we still beat industry benchmarks! Only Facebook data is shown as there was no Instagram benchmark available. Instagram provided the best CPM while Instagram Remarketing provided the best CTR, CVR, and CPA.
| ↑3.1X | ↑4.7X | ↑1.2X |
|---|---|---|
| CTR | CPC | CVR |
| 1.39% vs 0.45% | £0.22 vs £1.03 | 13.16% vs 11.04% |
1. Excludes remarketing data for comparison
2. Facebook benchmark source: https://www.wordstream.com/blog/ws/2019/11/12/facebook-ad-benchmarks
3. $1.33 @ $1:£0.771532. Source: https://www.ofx.com/en-au/forex-news/historical-exchange-rates/monthly-average-rates
Paul is a digital marketing expert, strategist, and Managing Director of Townley-Jones Ltd. He has a long history in the health & wellness and food & beverage sectors, and ideally likes to work where these two industries intersect.