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Overview
Hologic is an innovative medical technology company primarily focused on improving women’s health and well-being through early detection and treatment. They provide healthcare professionals with groundbreaking diagnostic tools, allowing them to make life-affirming and, in many cases, life-saving decisions.
Helen + Gertrude partnered with the leading medical technology company to shatter misconceptions that prevent women from getting lifesaving breast cancer screenings. Together, we crafted a global multimedia campaign—an arresting collection of videos, digital content, and educational resources. Each piece was designed to grab women's attention and drive home our key points: know your body, recognize the signs, and prioritize screening.
Breast cancer is one of the leading causes of cancer deaths across the women population.1 Our goal was to increase awareness of the importance of women getting screened for breast cancer and battle ongoing misconceptions that prevent compliance.
The Goal
Our top-of-the-funnel main goal was awareness—getting ads in front of as many 35+ women as possible with a high enough frequency for them to remember the ads using Connected TV, TikTok, and Meta.
Our mid-funnel main goal was education & providing solutions - Use tactics such as paid search to appear contextually as women researched topics related to mammograms or breast cancer.
Our main goal at the bottom of the funnel was to get our audience to take action. We leveraged retargeting tactics to direct our audience to a facility finder, allowing them to find the exact location where they could get screened. Our overall final objective was measured by actual increases in screenings based on machine usage data, which allows us to measure the exact impact of our marketing efforts.
The Strategy
We partnered with Know Your Lemons - a well-known breast cancer advocacy organization, to add credibility and reach to the campaign. We created a full-funnel marketing mix, which included TikTok, Ctv, Meta, Google search, paid, YouTube and email. In order for the campaign to have maximum impact, the team decided sticking to a broader audience would be beneficial to reach more women.
We ran our campaign throughout October, which is globally recognized as Breast Cancer Awareness Month. Our creative was crafted with a focus on inclusivity across ages, races, and ethnicities. The colors were bright and eye-catching, along with familiar Know Your Lemons branding.
The Results
The Campaign Received
43.4M Total Impressions
41k
Total Clicks
6.6M
Video Views
38k
#KNOWBREASTCANCER Website Visits
151K
Patient Emails Sent
2.5k
Facility Finder Email Submissions
8.4k
HCP Emails Sent
References: 1. American Cancer Society Breast Cancer Facts & Figures 2019-2020
