WTF Online Advertising Campaign

Healthcare ad campaign encouraging women to talk about their uterine fibroids

Our client had created video content for an ad campaign that was designed to encourage women to talk about their uterine fibroids.

PAPARICO was commissioned to execute the campaign across digital channels. Our objective was to drive traffic to the poll pages on the campaign website in order to collect data from visiting women with uterine fibroids.

Channels:

The creative included 4 video ads in English language, shown to women across Europe. Remarketing was utilised on both Facebook and Instagram channels. Artificial intelligence was used to aid campaign optimisation.

WTF Facebook and Instagram ads

Awards

We’re proud of our work! Look, what the WTF campaign won.

PM Society Awards 2022 Silver

PM Society Awards 2022 Silver

Effectiveness – Patient Communications

Single item, programme or campaign designed to support or inform patients that is strong on creativity and has proven effectiveness.

Campaign KPIs

1,356,639

impressions


472,245

reach

2.9 frequency

312,235

engagements


28,363

video views

2.09% video view rate

16,075

clicks

1.18% CTR

2,414

conversions

15.02% CVR

Return on Investment

£3.00

CPM

cost per thousand impressions

£0.25

CPC

cost per click

£0.14

CPV

cost per video view

£1.69

CPA

cost per acquisition

Campaign Performance vs Science Industry Benchmark

Despite our ads being shown in English language to women across Europe, we still beat industry benchmarks! Only Facebook data is shown as there was no Instagram benchmark available. Instagram provided the best CPM while Instagram Remarketing provided the best CTR, CVR, and CPA.

↑3.1X

CTR

1.39% vs 0.45%

↑4.7X

CPC

£0.22 vs £1.03

↑1.2X

CVR

13.16% vs 11.04%

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