An outstandingly lower CPM was achieved and allowed the brand to reach the target audience way more cost effectively.
High click volume delivered with a CPC at a fraction of the cost achieved for previous campaign endeavours.
Clear audience targeting winners, right campaign objectives learned all to be carried forward for future activity.
ANDROLOGY PRODUCTS FOR IVF
Established as a leader in IVF and reproductive genetics, CooperSurgical stands out for its groundbreaking and extensive contributions in the realm of Assisted Reproductive Technology (ART).
CooperSurgical is deeply committed to enhancing clinical outcomes with bespoke solutions, expert training, and a prestigious network of scientific professionals. Their dedication to the health of women, babies, and families is reflected in their blend of cutting-edge technology and wide international presence, providing specialised products and services in over 24 countries.
Our Founder, Nikki, knows just how hard it is to make babies, as she has her child Archie via IVF. Thus, when the opportunity came up to support CooperSurgical help other couples have their very own “Archie” we jumped at the chance.
ANDROLOGY PRODUCTS THAT HELP TO OPTIMISE SUCCESS IN SPERM SELECTION
As a global leader in IVF and reproductive genetics, CooperSurgical is trusted by clinicians worldwide for products, technologies, and services that support a wide range of reproductive solutions.
Following lower than planned results, ETHICLY was asked to audit performance of their LinkedIn campaigns and help to drive a new strategy to improve awareness and lead generation. The audit identified a plethora of opportunities for testing and refinement to their strategy to support shift changes in results - everything from campaign objectives and introducing the audience network to AB testing creative and audiences.
Due to the comprehensive report, ETHICLY were challenged to take on the Andrology campaign - turning round a comprehensive strategy and implementation project within a tight 4 week timeframe.
We worked quickly and efficiently to hit launch dates and laid the foundation for a campaign to drive a multitude of learnings that could be used to shape the future advertising plans for the business.
FORTUNE FAVOURS THE BOLD AND WE WERE BOLD!
Rather than gently evolving the strategy for the client, we went bold and totally overhauled the approach.
Our campaign was intricately designed with multiple layers of testing encompassing campaign structure, objectives, creatives, tracking, and landing pages. Our goal was to extract maximum insights, fuelling learning and driving significantly better results.. The early introduction of the LAN proved our hypothesis right that not many of the target audience spent that much time on LinkedIn itself and we earned far lower cost reach from advertising to these eyeballs in their downtime.
TEST, TEST AND MORE TESTING
We experimented with a mix of audience targeting methods, ultimately honing in on a combined approach for optimal results. Creative tests on messaging and visuals led to an increased focus on fresh content, enhancing campaign engagement. While remarketing with whitepapers was seamless, driving product demo sign-ups required innovative strategies leading us to brainstorm options for the next wave.
Employing Microsoft Gravity for landing page insights, we adapted our messaging in response to user engagement, fostering a dynamic and iterative process. This approach not only enhanced our understanding of audience preferences but also contributed to double-digit sales growth globally, laying a robust groundwork for our future campaigns and strategies.