Excellence in Social Media Strategy

Summary of work

Havas SO and Bayer UK developed a disease awareness campaign to put a spotlight on testosterone deficiency (hypogonadism) (TD) with a clear call to action for those who may be affected to get checked and treated appropriately.

The primary target audience was men over the age of 55, particularly those who are not as physically active as they once were or who may also have co-morbidities associated with testosterone deficiency such as obesity or type 2 diabetes. Research conducted in advance of the campaign indicates that humour and sport are themes which resonate with this demographic and formed the basis of the ‘On the Sidelines’ creative concept. Women, specifically the partners of men with TD, were the secondary target audience.

The Tackle TD ‘On the Sidelines’ campaign included development of a hero video (with Snappin’ Turtle as production team), a suite of social media content and a paid strategy. There was significant engagement with the content reaching 575,104 people in the primary and secondary demographics, resulting in 28,623 clicks and 5,037 completions of a symptom checker quiz on the Tackle TD website (developed by OI! in 2018) for a spend of just £10,000 for a four-week period.

Judges' comments

Tackle TD had clear objectives, with a clear audience identified. The implementation was excellent with good adaptation of messages to channels. Using the downloadable materials allowed metrics to be strongly connected to the call to action. A worthy winner!