2021 Winner
SilverBest in Data-Driven Marketing
BronzeBest Use of Real-Time Data
BronzeBest Data Insight
LifeStyles HealthCare
"Publicly Traded"
FCB/SIX
"Publicly Traded"
FCB/SIX
In 2020, one of the most effective ways to deploy targeted, cross-platform advertising is through third-party cookies. However, by 2022 Google will no longer be supporting these cookies, leaving brands to find new ways of creating 1:1 relationships with their consumers. At the heart of this challenge is creating a value exchange that keeps LifeStyles customers coming back, building
engagement and loyalty.
Every year the Australian Institute of Health and Welfare (AIHW) publishes academic data on the spread of sexually transmitted infections (STIs) in Australia. Yet, despite these data being made widely available, STIs such as syphilis and chlamydia have more than doubled in the past decade. With many condom brands in the category focusing on pleasure and performance, they saw an opportunity to visualize STI data in a way that builds engagement around the product's health and safety benefits.
The agency’s objective was getting people to engage with LifeStyles on a 1:1 level, as measured by first-party data (emails, phone numbers), email engagement (Unique CTR, Unique Open Rates), and organic social growth. Their aim was to reinforce LifeStyles’ position as a leading sexual health and wellness brand by creating a lasting relationship with consumers outside of the bedroom.
They created a stock-market inspired, e-commerce platform for LifeStyles Condoms that uses compelling data visualization and an engaging discounting mechanic to create 1:1 relationships with consumers. Because STIs, like stocks, are Publicly Traded.
Their algorithm pulls search data on Australia’s six top STIs every 15 minutes, then visualizes it into six individual stock charts so users can see how the “market” is performing throughout the day. Their six charts are aggregated into a single composite: the STI Index, which uses live STI search data to drive inverse pricing for LifeStyles Condoms. So when the need for protection is greatest, accessibility
for LifeStyles is highest.
They started by tapping into Google Trends, which allowed them to track search interest for STIs (e.g. “gonorrhoea”), their key symptoms (e.g. “painful urination”), and adjacent search terms (e.g., “pus-like discharge”). As they monitored their platform, they noticed STI-related searches were spiking late at night across the country. They activated against these trends by deploying hyper-targeted ads when and where STIs were trending. So if Chlamydia searches surged in Darwin at 2AM, or in Adelaide at 4AM, LifeStyles was there with relevant, contextual messages.
Similar to stocks, STI searches can be volatile, and can swing from highs to lows at any given moment. With these fluctuations in mind, the agency saw an opportunity to activate STI search data in a way that engages young Australians and incentivizes them to practice safer sex.
Customers can buy in real-time or sign up for Price Alerts, an automated function powered by the Acoustic platform that triggers personalized notifications when condoms hit their desired price. Users can sign up via email or SMS, providing LifeStyles with an opportunity for 1:1 communication.
To launch, they pushed IPO-themed ads across Instagram, Facebook and financial websites from July 22, 2020 to August 24, 2020. There were 14,600 data pulls from Google Trends API, 262,800 STI search datasets ingested, 102,200 data visualizations generated, and 800 different price-point variations.
There are many tactical ways to acquire first-party data. Unfortunately, many of them tend not to serve the purpose of brand building. In addition to its novel pairing of STIs and stocks, Publicly Traded shows clients need not compromise between big, brand-building creative ideas and high-performance marketing. Instead of distributing a digital coupon, Publicly Traded uses STI search data to drive the price of LifeStyles Condoms, showing what’s possible in the world of data-driven marketing.
The cam[aign saw a 931% increase in social lift across Instagram and Facebook, 1.64 million earned media hits in the first month and a 207% increase in repeat visits vs. LifeStyles’ previous sexual health awareness campaign. There was a 47.37% Unique Open Rate, which beat the retail/e-commerce industry benchmark by 72%, and 21.05% Unique CTR, which beat the retail/e-commerce industry benchmark by 150%. There was a 100% increase in monthly CRM sign-ups, including email addresses and phone numbers. Penthouse called the campaign “a dramatically different, fresh era of condom advertising.” Strategy said, “The D2C brand war is on” and The Hustle said that “this is as sexy as stocks get.” Contagious.com named it one of the Top 25 Contagious Ad Campaigns of 2020.
engagement and loyalty.
Every year the Australian Institute of Health and Welfare (AIHW) publishes academic data on the spread of sexually transmitted infections (STIs) in Australia. Yet, despite these data being made widely available, STIs such as syphilis and chlamydia have more than doubled in the past decade. With many condom brands in the category focusing on pleasure and performance, they saw an opportunity to visualize STI data in a way that builds engagement around the product's health and safety benefits.
The agency’s objective was getting people to engage with LifeStyles on a 1:1 level, as measured by first-party data (emails, phone numbers), email engagement (Unique CTR, Unique Open Rates), and organic social growth. Their aim was to reinforce LifeStyles’ position as a leading sexual health and wellness brand by creating a lasting relationship with consumers outside of the bedroom.
They created a stock-market inspired, e-commerce platform for LifeStyles Condoms that uses compelling data visualization and an engaging discounting mechanic to create 1:1 relationships with consumers. Because STIs, like stocks, are Publicly Traded.
Their algorithm pulls search data on Australia’s six top STIs every 15 minutes, then visualizes it into six individual stock charts so users can see how the “market” is performing throughout the day. Their six charts are aggregated into a single composite: the STI Index, which uses live STI search data to drive inverse pricing for LifeStyles Condoms. So when the need for protection is greatest, accessibility
for LifeStyles is highest.
They started by tapping into Google Trends, which allowed them to track search interest for STIs (e.g. “gonorrhoea”), their key symptoms (e.g. “painful urination”), and adjacent search terms (e.g., “pus-like discharge”). As they monitored their platform, they noticed STI-related searches were spiking late at night across the country. They activated against these trends by deploying hyper-targeted ads when and where STIs were trending. So if Chlamydia searches surged in Darwin at 2AM, or in Adelaide at 4AM, LifeStyles was there with relevant, contextual messages.
Similar to stocks, STI searches can be volatile, and can swing from highs to lows at any given moment. With these fluctuations in mind, the agency saw an opportunity to activate STI search data in a way that engages young Australians and incentivizes them to practice safer sex.
Customers can buy in real-time or sign up for Price Alerts, an automated function powered by the Acoustic platform that triggers personalized notifications when condoms hit their desired price. Users can sign up via email or SMS, providing LifeStyles with an opportunity for 1:1 communication.
To launch, they pushed IPO-themed ads across Instagram, Facebook and financial websites from July 22, 2020 to August 24, 2020. There were 14,600 data pulls from Google Trends API, 262,800 STI search datasets ingested, 102,200 data visualizations generated, and 800 different price-point variations.
There are many tactical ways to acquire first-party data. Unfortunately, many of them tend not to serve the purpose of brand building. In addition to its novel pairing of STIs and stocks, Publicly Traded shows clients need not compromise between big, brand-building creative ideas and high-performance marketing. Instead of distributing a digital coupon, Publicly Traded uses STI search data to drive the price of LifeStyles Condoms, showing what’s possible in the world of data-driven marketing.
The cam[aign saw a 931% increase in social lift across Instagram and Facebook, 1.64 million earned media hits in the first month and a 207% increase in repeat visits vs. LifeStyles’ previous sexual health awareness campaign. There was a 47.37% Unique Open Rate, which beat the retail/e-commerce industry benchmark by 72%, and 21.05% Unique CTR, which beat the retail/e-commerce industry benchmark by 150%. There was a 100% increase in monthly CRM sign-ups, including email addresses and phone numbers. Penthouse called the campaign “a dramatically different, fresh era of condom advertising.” Strategy said, “The D2C brand war is on” and The Hustle said that “this is as sexy as stocks get.” Contagious.com named it one of the Top 25 Contagious Ad Campaigns of 2020.
Credits
Client contact:Marta Toth
Director, Global Marketing Strategy at LifeStyles Healthcare
Agency: FCB/SIX NY
Chief Creative Officer: Ian Mackenzie
Executive Creative Director: Colin Craig
Associate Creative Director: Andrew Bernardi
Copywriter: Hemal Dhanjee
Art Director: Steve Ierullo
Designer: Ming Mikaeo
Senior Strategist: Eli Ferrara
VP, Group Account Director: Scott Sloggett
Group Account Director: Shalta Dicaire Fardin
Account Director: Fraser Jackson
Director of Integrated Production: Gillian Morrison
Integrated Producer: Venus Pun
Development Director: Luiz Costa
Senior Business Analyst: Suraj Patel
Front-End Developer: Heung Lee
Front-End Developer: Tony Valderrama
Senior Full Stack Developer: Chris Ghouchandra
Quality Assurance Analyst: Nataliya Vislyanska
Quality Assurance Analyst: Ashish Mistry
President: Andrea Cook
EVP, Global Growth: Mish Fletcher
SVP, Director of Global Communications & PR: Melanie Mitchem
Editing House: Married to Giants
Editor: Ryan Hunt
Assistant Editor: Liam Crawford
Executive Producer: Julie Axell
Online Facility: Wingman VFX
Music and Sound Design: Grayson Matthews Audio Design
Music Producer: Mark Domitric
Engineer: Brian Bernard
Producer: Nicholas Shaw
Media Agency: Theory Crew
PR Company: Glossy Inc.
Public Relations: Shannon Stephaniuk