And a finalist at this year’s European Paid Media Awards for the best paid social campaign
EFPIA is a body that represents the biopharmaceutical industry in Europe. Its mission is to create a collaborative
environment to enable and foster innovation, discovery and development of new therapies and vaccines for all people across Europe, as well as help contribute to the wider European economy.
To further this mission, EFPIA have been running an ongoing campaign, #wewontrest, to rally the pharma industry. This evolved to an innovation focused campaign, showing not only the value that the company has created over the years, but also the lives that had been saved and improved as a result of innovation in the industry.
A major goal of the campaign was to raise and sustain positive awareness of the industry and demonstrate tangible outcomes against specific diseases.
Moreover, it had hard targets in engagements (CTR%) as well as time spent on site as a measure of quality.
Make the impossible, Possible
With modest budgets we needed to create an audience hierarchy, with pharma industry at the core, then influencers in politics and press (we labelled Politico), followed by patient groups of areas covered in campaign verticals and content.
With a comms planning approach of ‘Entice, Engage and Endure’, the campaign delivered upfront reach and awareness with the use of reach and frequency buys on Facebook and LinkedIn. Twitter was also at the outset for a ‘news’ style momentum, followed up by performance campaigns where we used historical results to optimise from the get go; for instance, separating out countries with high engagement so that the budget had a fair geographic spread. We used formats such as carousels to show breadth and depth, to ensure engagement from all audiences.
Working as a team with the client and all the partner agencies, we brought in media, creative and user on-site changes to get the maximum value possible from the campaign.
Paid social campaigns, at their heart, allow engagement to communities – at a base level they should be a marriage of message and audience – the absolute proof of this is, of course, in the engagement. And these results were phenomenal! We drove volume with CTR% 20 times higher than the forecast (based on previous campaign benchmarks), video play-throughs 5 times higher, and most importantly, a longer time on site by over 39% – volume and quality.
It didn’t just happen by chance; there was a lot of hard work and some amazing creative that didn’t feel out of place when targeted at relevant consumers.
We focused on quality with a high time on site, which allowed us to deliver at volume, and create a new level of benchmark.
The campaign has also been selected as a finalist in the European Paid Media Awards for best social media campaign, which the team at Opticomm is extremely proud of – results out in September!
