How SocialDatabase delivered an Impact Multiplier of +16 for Nutricia.
4,000+ Relevant accounts reached
44% of the premium audiences watched the video message more than 20 seconds.
125,000+ Impressions
The hyper-targeting group was reached several times during the 6-weeks' journey of the tailored campaign.
16x Impact Multiplier
A 16 times better impact score versus a standard targeting campaign.
Opportunity
Nutricia wanted to reach a very specific range of health professionals for its new hypoallergenic drinks Neocate SPLASH. Children suffering from a food allergy benefit from these take-away drinks. SOCIALDATABASE developed a tailored campaign on Twitter based on a 3-steps strategy of 6 weeks aiming at Awareness-Consideration-Action.
Solution
SOCIALDATABASE found the hardcore targetgroup and narrowed it down to 9,000 accounts of health specialists. During a 6 weeks’ hyper-targeting campaign premium audiences were reached by – in chronological order:
1. Video message - creating Awareness
2. Visual plus content - Consideration
3. Call for ordering samples - Call to action
Result
By means of selecting the specific niche target groups of pediatric allergists, pediatric dietists, gastroenterologists and pediatricians there was no waste. The journey of 6 weeks of messages on Twitter led to more engagements and conversions.
Reaching one health professional can mean a world of difference to the daily life of many patients. So, Nutricia was pleased to notice the number of professionals that was reached and engaged during the hyper-targeting campaign. Even more – compared to standard targeting the impact was 16 times higher.
