Case Study
Developing Creative, Social & Digital Strategy
I am text block. Click edit button to change this text. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.
The Company
An emerging, overseas Biotech company needed to drive awareness of two new dermatology products in advance of a U.S. launch, initially targeting the biotech investment community and Health Care Professionals.
Understanding the Competition and the Landscape
With the Corporate brand having little name recognition and with two brands entering a heavily competitive category, Hale began with a digital competitive landscape review to understand the category and opportunities for differentiation. We surveyed digital activity on websites, social media and advertising among the competitors. We also looked outside the category to identify emerging trends in creative design, social media and hashtag strategies to prepare our creative and media strategy for the clients’ digital platforms.
Content Development, Media and Creative Strategy
Hale developed a comprehensive content strategy, leveraging multiple company initiatives to develop 5 content pillars. We began by tapping into corporate goals and working with agency partners to leverage broader brand initiatives to augment content and brand messaging for digital and social marketing efforts. We developed a detailed social media content calendar and media plan to raise awareness and interest in the corporate brand and the forthcoming branded products.
Monitoring organic social media performance and analytics over several months provided insights into which type of creative content performed based on individual platforms such as Twitter and LinkedIn, enabling Hale to develop an efficient paid social media plan.
Leveraging findings from the digital competitive review, Hale developed a comprehensive creative strategy to renovate an outdated website and created social media units that distinguished the brand from competitors and aligned with overall corporate branding., Hale revamped creative look and feel to modernize the site and branding while working within the constraints of a pre-ordained site infrastructure.
Understanding the Competition and the Landscape
With the Corporate brand having little name recognition and with two brands entering a heavily competitive category, Hale began with a digital competitive landscape review to understand the category and opportunities for differentiation. We surveyed digital activity on websites, social media and advertising among the competitors. We also looked outside the category to identify emerging trends in creative design, social media and hashtag strategies to prepare our creative and media strategy for the clients’ digital platforms.
Setting multiple goals across strategy and creative
- Develop a comprehensive content strategy targeting investors and HCPs with messaging around key content pillars organized around a monthly content calendar
- Launch the brand in social media to create brand awareness with the investment community and HCPs using an updated template system validated through monthly metrics analysis.
- Increase followers for both Twitter and LinkedIn Corporate social pages through consistent posting strategy and monthly measurement to validate and adapt creative and messaging.
- Modernize the brand website through new graphics, streamlined verbiage and improved architecture with quarterly updates using Google analytics to measure most visited pages.
The Results
“By far the best team I’ve ever worked with. They truly understood the look I was going for and completely nailed it!”
Increase in Website Traffic
More Qualified Website Traffic
More Social Media Followers
- Developed and implemented strong content strategy foundation based on 5 content pillars leveraged in monthly content calendars as approved by Marketing and Regulatory.
- Implemented new social posting creative templates for LinkedIn and Twitter targeting investors and HCPs, with a template design refresh after Year 1.
- Drove consistent messaging and posting strategy with 2-3 Corporate posts weekly with monthly social media analytics to optimize strategy.
- Developed a hashtag strategy to align with social objectives and to reach our target audience.
- Increased Number of LinkedIn followers by +110% and Twitter followers by +142% based solely on organic social media
- Modernized website assets and launched site updates 4 times+ within one year.
- Developed new digital approval procedures between countries in absence of an established PRC process