Digital Glue successfully designed and executed a US awareness campaign for an innovative test that assesses an individual’s genetic risk for the future onset of Alzheimer’s disease.
Client Name
Cytox
Services
- PPC
- PR & Influencer Marketing
- Messaging
0
web page visitors
0
enquiries
0%
average conversion rate
What Cytox said…
“Digital Glue has helped us to achieve awareness of our test in a key market and create demand that can be satisfied through our existing physician network. This integrated approach means that we have synergy across our marketing channels. Working closely with the team at DG has built a strong relationship that we can trust.”
Richard Pither
CEO
Challenge
The key challenge was to create a consumer awareness campaign for the Alzheimer’s Risk Test in the US market.
- Unknown consumer profile at the project outset, requiring audience identification
- Starting from scratch to identify audiences and craft appealing messages for maximum impact
- Development of key messages to engage target audiences and focus PPC campaigns
- Need to allocate budget and determine suitable marketing channels and networks
- Call to action was ‘find a clinic’ achieved through PPC campaigns and leveraging micro-influencers for awareness
Response
Digital Glue met this challenge with strategic cross-department collaboration and execution.
- Close collaboration with Cytox to identify three target audiences and develop key messaging for PPC campaigns, website, and influencer marketing
- Initial four-week period focused on identifying successful networks and target audiences, establishing PPC budget, and selecting suitable channels
- Design of website landing page prototypes to optimise user experience and conversion rates
- Development of multimedia assets to optimise the message to consumers
- Identifying and liaising with micro influencers on a range of platforms to raise awareness of the test.
