The centerpiece of the campaign is an educational website and simple self-assessment for audiences to learn about and assess their risk for OAB.
We also conducted primary research on Hong Kongers awareness of and experience with OAB on to further inform a press release, media engagement, and partnership activity related to launch.
On digital channels, the campaign was pushed out through advertising on Facebook, SEM, and Google Display Network.
Tracking funnels help us to better understand the process easily, by giving us a visual representation of the conversion data between each step. This allows us to:
- Identify the performance of lead generation ads;
- Determine what steps are causing customer confusion or trouble;
- The content relevancy of promotional materials;
- To be aware of bugs, browser issues and other technical nuisances.
In total there were 15,694 test completes since campaign launch. This exceeded the stretch target of 14,000 test completions by 12.1% and exceeded the original target of 3,210 by 388%.
During the testing phase, we achieved 5,052 test completes with a spend of USD 7,636, and in the optimization phase, we achieved 10,642 with a spend of USD 8,608.
More than 60% of website traffic was driven by Facebook, followed by SEM and display.
Result Overview
- Impressions: 4.08M
- Website Visits: 44,466
- Test Completes: 15,694
- Sales Increase [2017 - 2018 (June - July)]: 60%
- Return on Media Spend: USD 12
- Won Edelman Standards 2018 - Silver Award for Effectiveness
- Shortlisted for The 2018 Gold Standard Awards for Digital Communication by Public Affairs Asia