ScreverCapptoo and Screver – HPV Awareness Campaign
Introduction
We are a digital solutions provider offering our clients various services and solutions, especially focused on the pharmaceutical sector. Our expertise in crafting targeted, multichannel strategies ensures that vital health information reaches the right audiences, propelling knowledge and action in health initiatives. Along with us, there is Screver, an intelligent survey solution provider that gives that additional spark to each campaign.
We have been tasked to be a strategic partner in developing a multichannel campaign for the client’s HPV vaccination program. The primary goal was to raise awareness of the HPV virus and promote vaccination uptake through innovative, emotional, and informative campaigns.
Countries that have enforced comprehensive awareness campaigns and vaccination programs for both girls and boys have observed notable declines in HPV-related diseases. For instance, in Australia, the introduction of a national HPV vaccination program in 2007 reduced HPV infection rates among young women from 22.7% to just 1.5% by 2015.
This success underscores the importance of enhancing HPV awareness and vaccination efforts across Europe to achieve similar public health outcomes.
From Strategy to Execution in 8 Weeks – Approved Across 10 Countries, 13M+ Reached, 200K+ Engaged; Launch Faster, Reach Further, Engage Millions
Campaign Scope and Approach
The campaign targeted three cohorts: Parents, Students, and Women. Each cohort received tailored messages and visuals. The campaign was executed across 10 countries, with content translated and adapted into seven different languages, ensuring effective localisation and maximum impact.
Our Scope
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We were involved as consultants in forming the marketing strategy for the campaign. Our part included: forming KPIs, Taxonomy & UTM guidelines, Meta & Google ads suggestions and creation of playbooks for each cohort so that each country has clear guidelines on the setup, goals, reporting etc.
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We designed and provided digital assets that offer convenient and engaging information about HPV, its associated risks, and the benefits of vaccination. Our design seeks to reach multiple and diverse audiences (Parents, Students, Women), ensuring accurate information is communicated widely.
We created a unique design automation framework for efficient collaboration between brand managers, medical, editorial team & creative production.
✔ 5× more in bandwidth for banner output – 2000 banners within 2 weeks
✔ saved at least 200 hours of manual labour compared to traditional setups by applying automation in production
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In addition, our team was also responsible for getting all assets in all countries approved (Veeva PromoMats)
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Screver has complemented these efforts by creating effective quizzes that resonate with different demographic requirements.
Our Deliverables
We delivered digital assets, including:
- 8 landing pages, and complete copy for all 3 cohorts, all 3 landing pages
- 74 key messages for ads
- 3700+ banners
- Over 200 animated local banners.
- Strategy for Meta, Tinder, SEA, and GDN ads.
- Implemented KPIs, taxonomy, and UTM guidelines to track performance.
- 3 playbooks (a playbook for each cohort to guide campaign implementation, monitoring and reporting on a local level)
This comprehensive and multi-layered approach not only demonstrated our commitment to meticulous planning and execution but also highlighted our capability to handle complex, large-scale awareness campaigns in a highly effective and agile manner.
It was instrumental to the client and our campaign to demystify HPV and encouraged proactive health behaviour.
The results of the campaigns are highly remarkable:
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A total audience reach of 13 million people, ensuring the campaign reached a broad demographic.
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77 million impressions
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200,000 clicks on the landing page
What is the best part? From kick-off to go-live, incl. approvals < 8 weeks!
The campaign was running for 3 months!
Summary
Vaccines play an essential role in our healthcare system by protecting against a range of infectious diseases, including those caused by HPV. As scientific advancements continue, vaccination strategies are becoming more effective.
Capptoo and Screver have positioned themselves at the forefront of the fight against HPV by creating emotionally engaging and scientifically accurate campaigns that resonate with diverse audiences.
We have made significant strides in raising awareness and promoting vaccination through a strategic, data-driven approach and agile production processes.
