During the first 360° DTC campaign for the blood glucose meter Accu-Chek Mobile, over 5,000 leads have been generated 2014-2016. After that, the target group is exhausted for the time being – which drives up advertising costs.
STRATEGY & SOLUTION
In mid-2016, the campaign opens its content to the topic of diabetes in general, with a stronger focus on organic rather than paid reach through SEO, and the newly opened online community at the center. Affected people exchanges information in the community and offer mutual support.
The organic reach increases, and the user retention to the website increases threefold. The average visit time increases by 259% and the bounce rate decreases by 37%. During the period August 2016-January 2020, over 600 members have enlivened the community with over 15,000 contributions.