Client: LifeStyles Healthcare
Title: Publicly Traded
Country: United States
Date Of Campaign: July 22, 2020
Background: MAKING STI DATA SEXYEvery year the Australian Institute of Health and Welfare (AIHW) publishes academic data on the spread of sexually transmitted infections (STIs) in Australia. Yet, despite these data being made widely available, STIs such as syphilis and chlamydia have more than doubled in the past decade. With many condom brands in the category focusing on pleasure and performance, we saw an opportunity to visualize STI data in a way that builds engagement around the product's health and safety benefits.THE INTIMACY OF 1:1In 2021, one of the most effective ways to deploy targeted, cross-platform advertising is through third-party cookies. However, by 2022 Google will no longer be supporting these cookies, leaving brands to find new ways of creating 1:1 relationships with their consumers. At the heart of this challenge is creating a value exchange that keeps LifeStyles customers coming back, building engagement and loyalty.OUR OBJECTIVEGetting people to engage with LifeStyles on a 1:1 level, as measured by:-First-party data (emails, phone numbers)-Email engagement (Unique CTR, Unique Open Rates)-Organic social growthOUR BRIEFReinforce LifeStyles’ position as a leading sexual health and wellness brand by creating a lasting relationship with consumers outside of the bedroom.UNLOCKING THE POWER OF HEALTH SEARCHAccording to Google Health, 7% of Google’s daily searches are health-related. This is of particular interest to a condom brand since web-searches have a demonstrated value in predicting the spread of infectious diseases by region. This includes searches for STIs (e.g. “gonorrhoea”), their key symptoms (e.g. “painful urination”), and adjacent search terms (e.g. “pus-like discharge”).GLOBAL DATA, LOCAL INSIGHTSWe started by tapping into Google Trends, which allowed us to monitor search interest for any STI over time, where it’s most searched, and what was searched in connection with it. We then created an algorithm that pulls real-time search data on Australia’s six top STIs, and used compelling data visualization to bring it to life.
Idea: PUBLICLY TRADEDA stock-market inspired, e-commerce platform for LifeStyles Condoms that uses compelling data visualization and an engaging discounting mechanic to create 1:1 relationships with consumers. Because STIs, like stocks, are Publicly Traded. COMBINING SEX AND SEARCHAs Australians search their symptoms, our platform uses the Google Trends API to gather real time data on the six most active STIs: chlamydia, HIV, syphilis, herpes, gonorrhoea, and HPV. A POWERFUL & DYNAMIC DATA VISUALIZATIONOur algorithm pulls search data on Australia’s six top STIs every 15 minutes, then visualizes it into six individual stock charts – so users can see how the “market” is performing throughout the day. DATA-DRIVEN PRICINGOur six charts are aggregated into a single composite – The STI Index, which uses live STI search data to drive inverse pricing for LifeStyles Condoms. So when the need for protection is the greatest, accessibility for LifeStyles is the highest.FROM MERGERS & ACQUISITIONS TO EMAIL ACQUISITIONCustomers can buy in real-time or sign up for Price Alerts – an automated function powered by the Acoustic platform that triggers personalized notifications when condoms hit their desired price. Users can sign up for Price Alerts via email or SMS, providing LifeStyles with an opportunity for 1:1 communication.PLACEMENT & TIMELINETo launch, we pushed IPO-themed ads across Instagram, Facebook and financial websites from July 22, 2020 to August 24, 2020 – incentivizing young Australians to invest in safer sex at PubliclyTraded.com.auPULLING DATA, PUSHING ADSAs we monitored our platform, we noticed STI-related searches spiked late at night across the country. We activated against these trends by deploying hyper-targeted ads on Instagram and Facebook when and where STIs were trending. So if Chlamydia searches surged in Darwin at 2AM, or in Adelaide at 4AM – LifeStyles was there with relevant, contextual messages.SCALE OF DATA14,600 data pulls from the Google Trends API262,800 STI search datasets ingested102,200 data visualizations generated800 different price-point variations
Results: BRAND BUILDING931% increase in social lift across Instagram and Facebook.1.64 million earned media hits in the first month. CREATING ENGAGEMENT207% increase in repeat visits vs. LifeStyles’ previous sexual health awareness campaign.47.37% Unique Open Rate – Beat the retail/e-commerce industry benchmark by 72%.21.05% Unique CTR – Beat the retail/e-commerce industry benchmark by 150%. LONG-TERM VALUE100% increase in monthly CRM sign-ups, including email addresses and phone numbers.PR & INDUSTRY IMPACT“A dramatically different, fresh era of condom advertising.” – PENTHOUSE“The D2C brand war is on.” – STRATEGY“This is as sexy as stocks get.” – THE HUSTLETop 25 Contagious Ad Campaigns of 2020 – contagious.com