Alongside proprietary Godrej research and Google search data around the word ‘dengue’ and related terms, the brand turned to government health management data (siloed, messy and often handwritten) and hospital-reported data (stored in individual institutions but not put together across institutions).
At the recent I-COM Data Creativity Awards, Ikechi Okoronkwo, managing director of Mindshare’s marketing sciences practice, explained how this data had been used to target marketing efforts on those areas where dengue fever was occurring the most.
Stopping media in areas that were not seeing spikes helped manage media spend, but the campaign also worked to provide different information depending on certain geographical and health triggers, which allowed creative optimisation.
Dengue affects the blood’s ability to clot, with the worst affected requiring the transfusion of platelets, so the campaign also sought to attract donors. (For more, read WARC’s report: Godrej and Mindshare: Finding a community to fight dengue fever.)
However, with platelet donations only able to be stored for a maximum of five days, donations needed to come in fast; the challenge for HIT was to put together a community of willing donors who could be called upon at short notice.
Younger, more idealistic consumers in the affected areas were targeted at the same time via mobile and encouraged to download a branded app with a simple registration process that made the process of becoming a platelet donor less than four minutes long; a partnership with a chain of private hospitals in India helped the back-end collection and distribution of donations.
At 16%, click-through rates to registration far exceeded industry benchmarks while a 120,000-strong platelet community was able to provide timely donations.
Sourced from WARC