CASE STUDIES
Video campaign for men’s health resource that drove action
Learn how we delivered a 30% increase in subscription conversion rates and a 50% increase in content engagement for Numan with a research-led video campaign.
Challenge
Numan tasked us with developing a series of patient education videos to be used across their website and social media platforms. There were multiple campaign goals. To increase customer subscriptions and enhance brand awareness. And to strengthen their position as a source of engaging, reliable health information content for men — a challenge as men are typically less likely to engage with health information.
Approach
We conducted thorough market and search-intent research, pinpointing how, why, where, and when men search for health information online. This helped us to devise a research-led video campaign, crafted to capture Numan’s unique brand goals. Working closely with Numan, we developed a creative brand style focusing on practical, frank and convenient information. Tone, pace, and delivery style were equally important, with careful attention paid to recruiting the right medical presenters to cover the chosen topics.
Results
We launched the video campaign using AnswerPack, our innovative video education platform. Content was integrated across Numan’s website and promoted via their social channels. We quickly saw a 50% increase in the brand’s content engagement and 25-30% increase in subscription conversion rates. We successfully delivered more qualified leads, increased brand awareness, and provided faster access to information to a highly engaged male audience.
