Thyroid Talks – Conversion Focused Campaign
Raising awareness about thyroid health is crucial, especially among women, who are more likely to experience thyroid disorders. However, simply spreading information isn’t enough, encouraging people to take action is key. Thyroid Talks, an awareness campaign launched in KSA and UAE, bridges this gap by educating individuals and guiding them toward self-assessment.
Brief
Sponsored by a top multinational pharmaceutical brand, Thyroid Talks was launched to increase awareness of thyroid diseases and drive conversions leading individuals to complete a digital self-assessment questionnaire to identify potential risk factors.
We were responsible for:
- Content creation: Developing engaging, informative content tailored to the target audience.
- Community management: Ensuring active engagement and responding to inquiries.
- Video production: Creating relatable and educational videos to drive awareness.
- Advertising: Running targeted digital campaigns to maximize reach and conversions.
Solution
To ensure high engagement and relevance, the campaign focused on:
- A female-centered approach: Since women are significantly more prone to thyroid disorders, the campaign tailored its messaging to resonate with their concerns, symptoms, and lifestyle.
- Localized storytelling with Dr. Mofida: We introduced Dr. Mofida, a virtual endocrinologist who provides medical advice in a relatable, localized manner. She offers Guidance for undiagnosed individuals, encouraging them to consult a doctor.
- Strategic digital targeting: Leveraging precision-driven ads to ensure the campaign reached those most at risk.
Results
- The campaign has been continuously running for over four years, demonstrating its effectiveness and sustainability.
- Ongoing optimization has consistently lowered the cost per conversion, making self-assessments more accessible to the target audience.
