50% reach amongst target audience - web behaviour
TRANSCRIPT
50% REACH AMONGST TARGET AUDIENCE
Multichannel campaign across 10 countries to promote new product to manage diabetes
CASE STUDY
MedtronicNo 1 world-wide in Diabetes medical equipment
Medtronic Diabetes was founded in the 1980s and for 30 years has led the
technology revolution in diabetes care, as well as supporting patients with information and tools.
Website conversionsLead form, contact us form,
video views, brochure downloads, online training, app
downloads
Campaign details10 countries
6 monthsMultichannel approach
ObjectivesProduct awareness and
conversions/leads generation
ProductContinuous Glucose Monitoring
system through an app
The challengeBuild product awareness and generate leads through the website
Medtronic developed a new product for patients to manage their diabetes. With the new Guardian Connect™ system, patients are able to check real-time their current glucose level via a mobile app combined with a sensor.
New product
Medtronic wanted to build product awareness amongst diabetic
patients and generate leads/conversions through the website. They also wanted a global targeting strategy for each digital channel.
Due to the budget restriction, they wanted to understand the
impact different channels would have across different countries and how to spread it in the most efficient way.
Target audience
Limited budget
The solutionMultichannel campaign focused on increasing awareness and bringing conversions/leads
WBS analysed the target audience and their media consumption in each country to identify the best channels for advertising. WBS prepared a multichannel digital marketing strategy for 10 countries with performance estimates and most efficient budget allocation between countries and channels to reach the objectives.
Design & Strategy
A detailed plan had been put in place to effectively reach Medtronic target audience across channels: Paid Search, Display, YouTube and Facebook/Instagram.
WBS run digital marketing activities for few months. We monitored and optimised campaigns daily to bring the best results. Creatives, content
and target audiences had been tested regularly to maximise the results.
Plan
Management
WBS implemented Google Analytics across all 10 sites to ensure that conversions would be tracked and attributed correctly. Conversions
included lead form, video views, brochure downloads, online training, etc.
Measurement
The resultsProduct awareness with multichannel digital campaign
All digital channels brought great visibility amongst Medtronic target audience in allcountries. All channels brought not only product awareness (over 90% of new users
coming to the website) but also a great number of conversions with an avg. conversionrate of 20%. We managed to achieve 20% better avg. CPC and 40% better CTR thanwhat was set as a goal, meaning that we delivered more clicks and conversions to thewebsite within given budget.
We had regular, weekly calls with the global team to update on the results and discussperformance. We also shared the results with local markets on a monthly basis.
Reach amongst target audience 50%
20% conversion rate
increase in CTR 40%
20% decrease in CPC
What our client sayTestimonial
Aurelia SageDigital Marketing Manager EMEA
We’d been working successfully with WBS for over 2 years whenwe asked them to help with the launch of our new product forpatients with diabetes, Guardian Connect™. We needed to raisebrand and product awareness as well as generating demand amongthe diabetic communities. WBS designed the digital strategy thatmade the best use of our budget, implemented and optimisedsuccessfully the campaigns. The results impressed us hugely. Theyare proactive, dedicated and very responsive, and always deliveron-time, also with very tight deadlines. I rely upon their expertiseand I know I can depend on them”.
“
About WBSDriving business performance
We are a team of multilingual digital marketers offering a wide range of digitalmarketing services tailor made to your business. We help our clients meet theirdigital challenges & we take pride in forming lasting relationships with them.
We are all about numbers and results. Here are the most important ones about us:
Running campaigns in 22 countries 22
100% Google certified team
100k conversions each year for our clients 100k
12 We speak 12 languages
We can help you with:
Digital StrategyPPCSocial Media Advertising
Content StrategySEOVideo Advertising
Web AnalyticsDisplay AdvertisingRemarketing
