44% of the SuperAudiences watched the video message for more than 20 seconds.
The SuperAudience group was reached several times during the 6-weeks’ journey of the tailored campaign.
A 16 times better impact score versus a standard targeting campaign.
Nutricia helps to make a positive and proven difference to health with their nutrition. For their new hypoallergenic drinks Neocate SPLASH they wanted to reach a particular range of health professionals. Nutricia wanted to reach health professionals such as pediatric allergists, pediatric dietitians, gastroenterologists, and pediatricians to communicate that this new drink benefits children with food allergies.
To inform health professionals about this new drink, we launched a campaign with a timeframe of six weeks using three phases: Awareness-Consideration-Action.
Our SuperAudiences were used during this campaign to target hardcore health professionals. The audience of those health professionals was created based on a deeper understanding of connections in our enriched Twitter database derived from public Twitter data.
The campaign achieved more engagements and conversions as a result of accurate targeting through SuperAudiences.
Reaching one healthcare professional can make a world of difference to the daily lives of many patients. Nutricia was, therefore, pleased with the number of professionals reached and engaged during the hyper targeting campaign. In fact - compared to standard targeting, the impact was 16 times greater.
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