We were tasked with launching a national campaign to educate Canadians on the nature and treatment of two diseases in two languages and on a limited budget.
Servier approached us to develop a digital plan to launch Venixxa, an over-the-counter product that treated two separate conditions: Hemorrhoids and Chronic Venous Disease.
Through our discovery sessions with their team, we uncovered a number of challenges that we would have to overcome. The first was awareness related. While Hemorrhoids is a well known condition, Chronic Venous Disease (CVD) was relatively unknown amongst the general Canadian populace. The second set of challenges centred around preconceptions. For instance, the acronym used for Chronic Venous Disease (CVD), is also used in reference to another, much more commonly known disease state: Cardiovascular Disease. Almost all CVD-related Search Engine or Social Media searches were returning content results related to cardiovascular disease. With Hemorrhoids, on the other hand, it was a common preconception that the associated treatment came in the form of topical cream, not pills, which Venixxa is.
Compounding the challenges was a limited budget to extend across Canada. We would need to build an airtight execution strategy in order to move the needle for our client in a meaningful way.
We began with extensive market and consumer behaviour research, uncovering insights about each audience segment’s needs, browsing patterns and favoured online touchpoints. We next examined the online ecosystem we would be competing in, identifying key online players and auditing their digital assets, making note of their strengths and identifying gaps in their approach that we might capitalize on.
Armed with this data, we went to work formulating a strategy to penetrate this highly competitive and regulated space online.
We first developed a brief empowering the production of data-driven creative assets that would resonate with each audience. From there, we mapped out the Information Architecture (IA) and User Experience (UX) of a new website that would meet Venixxa’s two audience’s needs. Once development was complete, this future-friendly, search optimized and bilingual website became the destination of our multi-channel digital marketing campaign.
We took a brand with zero name recognition in Canada and put them in the spotlight.
By the end of the 12-month campaign, our efforts had increased Venixxa’s month-over-month sales by a staggering 214%.
- Campaign Results
- Impressions: 30 million+
- Click-Through-Rate: 2X industry average
- Traffic Generated: 25,000+ monthly
- +164%Site Visitors
- +214%Site Visits
- -71%Bounce Rate
- +325%Engagement Rate