Using BigFoot to tease a big reveal.
Situation
Within the eyecare industry, the idea of interventional glaucoma treatment has been categorized as an elusive myth for years. ViaLase developed a game-changing system designed to leverage two proven technologies to create a new, non-invasive approach to glaucoma. When this new system is approved by regulatory agencies, the myth will finally become a reality. Therefore, our client needed a campaign that would create attention and support a successful launch of the new concept.
Goals
- Develop materials needed for a successful brand launch
- Develop a highly visible campaign that would cut through the clutter of a crowded market
- Rapidly generate brand awareness
- Explain the fundamental technology behind the device
- Solicit interest and inquiries from qualified leads
- Provide meaningful measurements of the campaign results
Strategy
Schaefer Advertising responded with a showstopping, attention-grabbing campaign that used teaser imagery of a Sasquatch, or “BigFoot”, creature to convey that the “mythical creature” was finally here – and real. The sheer uniqueness of the concept was a huge and dramatic departure from the cold, clinical ads embraced by other players in the industry.
Solution
An integrated campaign was launched that included paid search, organic social, email, and digital display on well-known industry publications and websites. Each medium enabled the client to tell its story and document the response rates as viewers clicked through for downloads, demos and landing-page visits.
Results
By leveraging paid search and strategically-chosen publication placements (such as newsletters, e-blasts, ROS banners, and sponsored social posts), the campaign achieved noteworthy results within the first three months of launch.
- Website tracking identified 98% new site visits, with an impressive 53% engagement rate
- High clickthrough rates
- And, most importantly, awareness started with a bang, with healthy responses from an elite and highly-qualified audience of eyecare and glaucoma specialists
Sessions
15,864
New Users
13,771
Pageviews
17,130
Engagement Rate
53.42%
Summary
The launch campaign accomplished its primary goal of driving brand awareness among surgeons for ViaLase and its innovative design. And, in addition to gaining insights into paid search performance, the client began to forge strategic partnerships with leading industry publications. The geographic spread and engagement metrics highlight the campaign’s effectiveness in reaching a qualified audience, setting a strong foundation for future marketing efforts.
Overall, the campaign was another example of Schaefer’s ability to combine solid knowledge of healthcare markets and attention-grabbing creativity to tell a cohesive and relevant brand story.
