By creating 7 articles about sex, sex education and abortion in Croatia, 24sata d.o.o helped the pharmaceutical company Pliva to promote the birth control pill as a safe birth control solution.
Publisher/Agency: 24sata d.o.o.
Pliva, the largest pharmaceutical company in Croatia wanted to promote the birth control pill as a safe birth control solution. According to client’s research, younger generations are pretty careless regarding safe sex, as the number of illegal abortions is on the rise and the “pull out”-method is considered as a birth control method.
Reach as many women as possible and educate them about the birth control pill.
Younger women and the general public.
The combination of all three phases gave the campaign: reach, excellent time spent on site and access to the target audience.
24sata d.o.o. divided the campaign into 3 phases:
First, they made a survey about birth control methods, sex and general health amongst women on 24sata.hr. With the information, they got from the survey they planned which topics to write about, as well as the sites to place it on.
Phase 2 was to publish 7 articles which were placed on zdravakrava.hr (top site on health), klokanica.hr (top site on parenthood) and 24sata.hr (top news site). The articles included infographics, interviews and standard story articles.
Phase 3 was a custom made format. After everything was published, 24sata d.o.o. took pieces of text from the most read articles and made one custom made format. They wanted to reach as many readers as possible and keep them reading. The provocative visual of the campaign, the use of a # instead of a traditional headline, and the use of interactive text were all there to guarantee not just clicks, but a good average time spent on the site.
With 3:37 min average time spent 24sata d.o.o. succeeded with that. The combination of all three phases gave the campaign: reach, excellent time spent on site, and access to the target audience.
24sata d.o.o understood that they couldn’t talk about the pill without talking about sex, sex education, and abortion in Croatia. So they did.
Today in Croatia, they are facing a possible future ban on abortions. Sex education in schools is centuries away from implementation and gay marriage lost its battle a few years ago.
With that in mind, 24sata d.o.o understood that they couldn’t talk about the pill without talking about sex, sex education, and abortion in Croatia. So they did. They told a story about the pill from different angles.
Through history: Talking about the character Margaret, her struggle and reasons why she invented the pill.
Through science: Giving information that wasn’t widely known. For example, while you are on the pill you don’t have to have your period. It was just made that way so women would still feel feminine.
Through health: Telling that the pill can help preventing different medical conditions and that it’s one of the safest birth control solutions.
While educating about the pill the articles also talked about sex in Croatia and the lack of sexual education, in comparison to other European countries. 24sata d.o.o. placed topics on relevant sites and told a story bigger than the pill, while making it about the pill. It all came together in the custom made format #noshame.
While constructing the microsite, 24sata d.o.o.’s goal was to make it interesting enough for the visitor to not just click around, but to stay and read. The visual of the lips, an interactive page, and the main hashtag as the title of the story made an impact that resulted in 3:37 min average time spent on site.
24sata.hr – the top news site in Croatia with 1,500,000 unique monthly users and its social media outlets: Facebook, Twitter, Instagram.
Zdravakrava.hr – the top health site in Croatia with over 350.000 unique monthly users and its Facebook page.
Klokanica.hr – the top parenthood site with more than 280.000 unique monthly users and its Facebook page.
Size of team involved
After everything was published, 24sata d.o.o. took pieces of text from the most read articles and made one custom made format that was going to be the crown of the campaign.
Content distribution and promotion efforts
Content distribution and strategy went hand in hand. There would be no random positioning of articles or even putting the articles online and letting them sit there for a month gradually collecting Pageviews.
Instead, the approach was similar to news publishing a series of articles. They were online for a maximum of 2 days and then published on social media. It all started with general topics about sex leading to more in-depth stories about health, history and hard facts.
All 7 articles were published throughout one month. After everything was published, 24sata d.o.o. took pieces of text from the most read articles and made one custom made format that was going to be the crown of the campaign.
It was a sort of “if you missed it, here it is all in one place”-piece. 24sata d.o.o. published the microsite on all involved sites and their social media accounts. It was live for 7 days.
- The campaign reached more than 300,000 people through 24sata’s website and Facebook page.
- The microsite had more than 72,000 page views with 3:37 min average time spent on site.
- Articles published on subsites had 2 times more page views than standard articles published on the site and an average of 4 minutes spent on site.
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