Social and Influencer > Web Platform

PUBLICLY TRADED

FCB/SIX NY / LIFESTYLES HEALTHCARE AUSTRALIA / 2021

Awards:

Shortlisted Spikes Asia
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Overview

Credits

Overview

Background

MAKING STI DATA SEXY

Every year the Australian Institute of Health and Welfare (AIHW) publishes academic data on the spread of STIs in Australia. Yet, despite these data being made widely available, STIs such as syphilis and chlamydia have more than doubled in the past decade. With many condom brands in the category focusing on pleasure and performance, we saw an opportunity to create a digital platform that visualizes STI data in a way that builds engagement around a product's health and safety benefits.

OUR OBJECTIVE

Getting people to engage with LifeStyles on a 1:1 level, as measured by:

● First-party data (emails, phone numbers)

● Email engagement (Unique CTR, Unique Open Rates)

● Organic social growth

● Repeat visits

Our brief: Reinforce LifeStyles’ position as a leading sexual health and wellness brand by creating a lasting relationship with consumers outside of the bedroom.

Describe the strategy

LINKING SEX, STOCKS AND STIs

Sex is a lot like stocks. Both have similar risk-to-reward profiles that appeal to young men between the ages of 18-35. According to the CFA Institute, young millennial men are 14% more likely to invest in stocks than women. They also account for 56% of all new STI cases in Australia, according to the AIHW. We saw an opportunity to use this audience as the bedrock of our strategic foundation – informing the purpose, tone, and direction of the campaign.

GLOBAL DATA, LOCAL INSIGHTS

We started by tapping into the Google Trends platform, which allowed us to examine search interest for any given STI over time, where it’s most searched, and what else people searched in connection with it. We then created an algorithm that pulls real-time search data on Australia's most active STIs, and used compelling data visualization to bring it to life.

Describe the execution

PUBLICLY TRADED

Publicly Traded is a stock-market inspired, e-commerce platform for LifeStyles that uses compelling data visualization and an engaging discounting mechanic to create value for customers – inspiring them to provide their email address and phone number for future communication. Because STIs, like stocks, are Publicly Traded.

COMBINING SEX AND SEARCH

As Australians search their symptoms, our platform uses the Google Trends API to gather real-time data on Australia’s six top STIs: chlamydia, HIV, syphilis, herpes, gonorrhoea, and HPV.

“BRINGING THE DEAD FACTS TO LIFE”

Our algorithm pulls STI search data every 15 minutes, then visualizes it into six stock charts – so users can see how the “market” is performing.

INVERSE PRICING MECHANIC

Our six charts are aggregated into a single composite – The STI Index, which drives inverse pricing for LifeStyles Condoms. So when the need for protection is the greatest, accessibility for LifeStyles is the highest.

List the results

BRAND BUILDING

931% increase in social lift across Instagram and Facebook.

1.64 million earned media hits in the first month.

CREATING ENGAGEMENT

207% increase in repeat visits vs. LifeStyles’ previous sexual health awareness campaign.

47.37% Unique Open Rate – Beat the retail/e-commerce industry benchmark by 72%.

21.05% Unique CTR – Beat the retail/e-commerce industry benchmark by 150%.

LONG-TERM VALUE

100% increase in monthly CRM sign-ups, including email addresses and phone numbers.

PR

“A dramatically different, fresh era of condom marketing.” – PENTHOUSE

“The D2C brand war is on.” – STRATEGY

“This is as sexy as stocks get.” – THE HUSTLE

Top 25 Contagious Ad Campaigns of 2020 – contagious.com

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