How Brand Raised Awareness with Programmatic Buys Hitting Audiences at Passion Points

The Huddle Room created awareness for the brand Systane, by creating native ads and employing programmatic buys hitting the target audience at passion points.
passion points

Summary

The Huddle Room managed to create awareness for Dry Eye Syndrome and the brand Systane, by creating native ads for the “Generation Screen” with the message: “If they can’t stop, they can adapt” and employing programmatic buys to hit the target audience at passion points.

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Creator: The Huddle Room
Campaign: Systane EyeDurance
Brand: Systane
Market(s): The Philippines

Novartis believes that there is an opportunity to increase the level of awareness of Dry Eye Syndrome.

Mission

Self-medication is practiced when it comes to dry eye management among Filipinos. They even opt for other practices like supplements, rest and hydrating. With a very low reported level of Dry Eye Syndrome (DES) at 12% in the Philippines, Novartis believes that there is an opportunity to increase the level of awareness of Dry Eye Syndrome.

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The agency, The Huddle Room, was tasked to:

  • Launch a campaign that would educate and increase awareness for DES and the brand, Systane.
  • Ensure strong presence at points of context, inquiry, and decision making translating to trial and sales.
  • Make DES relevant among millennials.

KPIs

The KPIs set for the campaign were divided in terms of media and brand.

  • The media metrics pertaining to digital as the chosen platform included: clicks, reach and engagement rates for Facebook, CTR and intent rates for Google Display, SEM / Programmatic buys and engagement scores for digital native advertorials with publishing site.
  • Ultimately, brand metrics, such as conversion and sales were KPIs that were looked for during the campaign.

The Huddle Room saw this as an opportunity for the brand, Systane: “If they can’t stop, they can adapt.”

Target audience

Through a triangulated consumer approach via netnography (online conversation analysis), experts interview (ophthalmologist) and gamified interviews among consumers, The Huddle Room decided to target the Filipinos aged 25-34 or the millennials tagged as Filipinos who belong to “Generation Screen”.

These have a very active lifestyle and are highly dependent on tech and gadgets due to multi-tasking and multi-screen viewing.

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Spending hours in front of a screen is inescapable to these consumers. More than a hobby, it is a way of life for them. Lessening their screen time might mean missing out on opportunities or even big life moments.

Thus, The Huddle Room realised that their lifestyle is not the best for their eyes. The target audience can recognise its symptoms – watery eyes, eye fatigue, blurred vision — but they do not take it seriously, for them it is common symptoms.

Apparently, they see this as a no choice situation. Thus, The Huddle Room saw this as an opportunity for the brand, Systane: “If they can’t stop, they can adapt.”

It wanted the target audience to simply understand that when their eyes are dry, they may not have endurance to provide quality vision for their lifestyle.

Strategic approach

The agency created a strategy to enlighten the target market about DES (Dry Eye Syndrome). It wanted the target audience to simply understand that when their eyes are dry, they may not have endurance to provide quality vision for their lifestyle.

The agency wanted to communicate to them that “If they can’t stop, they can adapt.”

Creative idea

To convey the message that their eyes should keep up with their lifestyle, The Huddle Room introduced the campaign “Sustain your Eyedurance.”

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The idea was to communicate that Systane allows the eyes to endure the activities that are already part of their lifestyle.

With the target audience’s lifestyle of being on screen doing multi-tasking (…) the agency saw the huge potential of digital to capture them at high relevance.

Platforms

While TV remains to have the highest reach amongst the target audience, The Huddle Room saw an opportunity to shift the efforts to digital and social media as the main platform given the significant decline in TV viewership year on year at an average of more than 30%, and subsequent growth of digital as a channel with 141% increase as compared with. a year ago.

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With the target audience’s lifestyle of being on screen doing multi-tasking either at work or at play, the agency saw the huge potential of digital to capture them at high relevance and context when it comes to their eyes. This was further validated by a client study saying that points of inquiry for the symptoms of DES happen online (Google search).

Also, main influencers for consumers are friends connected via Facebook in social media and key passion online sites such as gaming, lifestyle, travel, videos and social networking sites.

The Huddle Room employed programmatic buys to hit the target audience at passion points.

Content distribution and promotion efforts

The Huddle Room employed programmatic buys to hit the target audience at passion points.

They launched a Facebook Page to capture them on social media. An EYEdurance test ad was created.

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GIF ads via real time buys were done – visualizing key symptoms – blurry, watery and bloodshot eyes. The material shows an eye resembling a clock to convey Eyedurance. Sample Copy: If you can’t stop watching Facebook videos all day, help your eyes keep up, Use Systane, Sustain your Eyedurance.

The agency followed the target audience to engage via native adverts/videos tapping their search interests through collaboration with top urban lifestyle site

Capitalising on Eyedurance, the Huddle Room created materials communicating the multiplicity of roles and screen time of the target. Headlines like – “Call centre agent at night, online gamer by day, Sustain Eyedurance with Systane” were boosted on social media and via programmed buys optimised through interest targeting.

The agency followed the target audience to engage via native adverts/videos tapping their search interests through collaboration with top urban lifestyle site, Spot.ph. Producing four native adverts/videos depicting real-life situations that need Eyedurance such as gaming all day, binge-watching all night, coupled with funny instances such as flirting with eyes and using eye signals while at work, driving the needed engagement.

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Lastly, power of intent at points of inquiry through different search permutations via customised ads was created based on keyword inquiries.

Size of team involved

A collaborative process between the agency, client and publisher.

Display Ads on Google delivered 60% more than expected and programmatic buys generated 6x more intent rate.

Results

Key metrics, performance indicators as well as targets were achieved and surpassed by the digital campaign:

  • Facebook CTR grew by 31% vs. targets.
  • Google Search ads delivered 105% interest rate vs. benchmarks.
  • Display Ads on Google delivered 60% more than expected and programmatic buys generated 6x more intent rate.
  • Native Ads generated much-needed engagements of 2.2 million+ with an index of 440 vs. committed targets.
  • Reach and engagement rates posted 69% and 35% respectively.
  • Ultimately, sales grew by +49% post-campaign and the Philippines market launch was used by Novartis regionally as a template to launch Systane in social media for 2017.

This case study is part of a collection of award-winning native advertising examples studies from Native Advertising Awards presented by The Native Advertising Institute.

We aim to acknowledge and reward great native advertising and promote inspiring, effective and creative work that helps organizations worldwide achieve their goals and tell great brand stories in a non-disruptive way.

DOWNLOAD: Native Advertising Trends 2017 – The News Media

 

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