MyHayfever Spring 2015 Campaign

Challenge

With Spring approaching the team at MyHayfever wanted to launch a social campaign that would not only build brand awareness and drive traffic to their website, but also to generate engagement with their new tool, 'PollenPulse'.

PollenPulse is a world-first tool that warns nearby sufferers of potential pollen attacks. Every time a hay fever sufferer logs their symptoms, it is uploaded onto PollenPulse, which analyses the information like frequency, volume, time and location of each attack and provides a real time picture of high-risk areas.

The more users, the better the data, so we needed to not only explain the tool, but get people to use it. Enter, our classic Australian competitive nature.

Strategy

Dividing the campaign in two effectively allowed us to first build traffic and awareness about MyHayfever.com, a website with helpful information for Hayfever sufferers. Using a playful mixture of photography and animation, two 30' videos were created and targeted to mums as well as working professionals, target audiences that don't have time for hay fever attacks, and often seek medical advice more readily than their male counterparts.

The videos were released across a two-week period, coordinated with forecasts and peaks in Google search results for key 'hay fever' terms.

Off the back of these videos, retargeted audiences were created and served two different flat image advertisements that were geographically relevant. A total of 12 advertisements were created, with two copy variations for each state based on a drive for PollenPulse and MyHayfever.com.

The playful creative was replicated, however, this time they were cheering on the state to lead their participation with PollenPulse. This was to encourage a broader data set for PollenPulse, up weighted in states that experience more issues due to their natural environment.

Supporting creative was also provided, including Facebook and Twitter banner images to ensure the customer journey remained consistently branded and didn't 'jar' the experience.

Additionally, a longer video was created that explained PollenPulse in more detail for use by their PR team and uploaded to the MyHayfever site for all visitors.

Results

  • A total of 146,740 Australians were reached with 48,491 video views and 2,036 website clicks
  • Audiences in Canberra and Melbourne generated the highest click-through-rates with 0.89% and 0.82% respectively
  • Sydneysiders were the most communicative on social with the highest shares, likes and comments from all flat advertising

Check out the creative produced on our Portfolio: https://twosocial.com/works/myhayfever-spring-2015...