Product: Cochlear Implants
Media: Film, Digital, Social, Display
Date Of Campaign: March 2018
Background: 12% of Australians suffer some sort of hearing loss, this number is expected to double over the coming decades. As hearing deteriorates, it takes sufferers seven years on average to seek help. This delay leads to social isolation, loss of relationships, reduced quality of life, and an increased likelihood of depression and cognitive decline. In 2017, the World Health Organisation found that early detection is critical to reduce social and emotional impacts. Cochlear, the global leader in implantable hearing solutions, wants Australians to understand, identify and act on their hearing loss, before it’s too late. First, we had to find a way to help people acknowledge their hearing ability, as it had become the ‘invisible disability’. Our strategy was to make it visible. We will always remember the day when Audiologist Emma Ramsay said, ‘no two people hear the world the same, your hearing is as unique as your fingerprint.’ This would become our springboard.
Idea: Cochlear Hearprint is purpose-built software that bypasses the internet’s ‘one size fits all’ audio, calibrating music, TV shows and online content to your unique hearing ability. Hearprint launched alongside two documentaries which were house on a dedicated campaign website. The films shared the stories of inspirational Australians whose lives were changed by their Cochlear implant. To watch the films, people first set their Hearprint, meaning no two viewers hear the films in the same way. Working alongside audiologists and sound engineers, we identified four key frequency bands which are some of the most important for human hearing. We then defined parameters within each frequency band to allow us to identify whether people’s hearing was deemed ‘normal’ or ‘abnormal’. Four scenes were selected from the films that best sampled each frequency band. This allows people to process their own level of hearing comfort as they would in everyday life. A dynamic Hearprint visualisation was generated for each person. This acted as a visualisation of their hearing which they could share via social media. For most, this was the first time they had ‘seen their hearing ability’. Once installed on people’s browsers, Hearprint changes the way they experience all online content.Hearprint can be updated over time, giving Cochlear a direct view of how people’s hearing changes. Cochlear then uses this user generated information to identify the ideal time to have a conversation about their hearing. Identifying the 12% of Australians who suffer some sort of hearing loss is not an easy task. Our lead-generation media buy was data-led to ensure we reached this niche audience. We leveraged 1st party customer data profiles, combining them with 3rd party behavioural and interest data to improve efficiencies across paid media channels including SEM, Facebook and Yahoo Gemini.
Results: Cochlear defined two objectives for this campaign:Objective #1: Commercial - attract 1,843 highly qualified leads into Cochlear’s sales funnel over 12 months. Objective #2: Purpose - help transform the way people understand and treat hearing loss.In a country where hearing loss is often called the ‘invisible disability’, this interactive experience was the first to make ‘hearing visible’ with a piece of software that modifies user inputs to turn every video, TV show and audio track on the internet, into reminder about people’s unique hearing ability. The paid media activity is currently 8 weeks into the 8 month activity, with results as follows. •40,345 unique visitors to the campaign website which housed Hearprint and the two documentaries. •Average time on site is 9 minutes 29”, 265% more than the Cochlear.com average. •4,158 have set their Hearprint, giving Cochlear a view of their hearing ability. •60% (2,512) of the Hearprints set to date have been identified as 'abnormal', indicating Cochlear could help. •586 high-value leads are already talking Cochlear experts about the most relevant treatment path, meaning we are on track to exceed our key commercial target. 98% of these leads were driven by our paid media campaign. Hearprint has also attracted enormous media interest, securing morning TV, metro newspaper, national radio, online news, and international coverage. We estimate the activity has reached over 30 million people already.