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Case study: Tackle TD for Bayer UK

Published: 13 Jan 2020

Tackle TD

Client: Bayer UK

Agency: Virgo Health and Oi Ltd

Campaign: Tackle TD

Timescale: N/A

A quick look

Testosterone deficiency affects around one million British men, but symptoms like fatigue are often ignored, and just 8% seek treatment. We needed to drive awareness and behaviour change among men over 50, a group that notoriously avoids medical professionals.

We signed football star Harry Redknapp to do a tongue-in-cheek video giving his lacklustre team the half-time hairdryer treatment while highlighting TD symptoms. The campaign scored big; social content was viewed over 400,000 times, driving thousands to a bespoke symptom checker, with 13% then going on to visit their doctor and seek help.

Challenge

One million British men are estimated to have testosterone deficiency (hypogonadism), but symptoms like fatigue are often passed off as signs of ageing. Depressingly, just 8% of potential patients get treatment.

Bayer wanted a creative campaign to raise awareness of the under- diagnosed, treatable condition and affect behaviour change – directly targeting potential patients to recognise TD (hypogonadism) symptoms, seek information and visit their doctor.

Not only is TD (hypogonadism) a relatively unknown condition, we had the added challenge of overcoming men’s natural reticence to visit a doctor.

As few as 2% of men over 50 said they would talk to a friend about their health concerns. We know that men do not generally discuss their health issues – least of all on a public platform – so a targeted social media campaign was a more private way to engage our audience.

We then needed to develop a campaign platform that would appeal. We needed a creative hook that both resonated and delivered an important message of action and behaviour change. Our strategy team identified sport and humour ‘very strongly’ as common audience interests, with football appealing exponentially. We had the start of our strategy.

Solution

Months before he became a national treasure on I’m A Celebrity Get Me Out of Here, our qualitative and quantitative research identified Harry Redknapp as a hugely popular and influential figure from English football and he fitted the demographic perfectly. We signed football legend Harry for a tongue-in-cheek video short, giving his lacklustre team the half-time hairdryer treatment highlighting easily dismissed TD symptoms.

We scripted the famous coach giving a rousing and animated half-time speech to motivate his ‘team’, a group of men who each represents one of the symptoms of TD (hypogonadism). A call to action asked viewers to seek further information or use our symptom checker and chatbot on a bespoke patient-facing Tackle TD website.

The symptom checker allowed potential sufferers to calculate the likelihood that they are suffering from TD. Those who displayed symptoms or were concerned could print out their results and were advised to visit their doctor.

To increase longevity and reach of the campaign, the Half-Time Team Talk hero video content was edited into three social content packages (shorter video clips, GIFs, static images) that were seeded out at intervals throughout the year to a highly targeted audience via paid media on the Bayer Facebook and YouTube channels.

We used traditional PR to amplify awareness of TD and created a broadcast story to coincide with Men’s Health Week. We recruited GP, Dr Roger Henderson and Men’s Health Forum’s Martin Tod as spokespeople and ran research around men’s attitudes towards discussing their health worries, revealing that seven in ten could be mistaking TD (hypogonadism) symptoms.

Results

The campaign scored big, resonating extraordinarily well with the target audience, driving awareness and affecting behaviour change.

  • We saw 15K website visits with two-thirds completing the symptom checker – 70% indicating possible TD
  • Not only were users engaged enough to visit the website, but they also completed a 10+ click symptom journey
  • Treatment information is confidential, but we know thousands attended a doctor’s appointment leading to 13% increase in those seeking help
  • Our Tackle TD social content was viewed 400K times – double our KPI
  • We secured 16 radio interviews (national and regional), all featuring key messages.

Client verdict

“Using such a high profile celebrity on digital media was a first for Bayer UK. The results and the engagement we saw from men and women on our content was nothing short of remarkable.” Gemma Codling, Senior Brand Manager, Bayer UK & Ireland

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