Dexcom TV Planning Case Study

Award-winning planning

Dexcom were wanting to launch the Dexcom G6 in the UK marketplace as a test territory, ahead of a rollout across other EMEA markets. We had ambitions to, not only, double lead volume, but also to grow brand awareness by 6%. We knew that we had to ‘Go Big’ – so much so that it became the campaign nickname


Based on this strategy, we selected TV as our primary media channel. Stations were hand-selected based on both their ability to deliver against both upper-funnel awareness metrics, as well as lower-funnel response metrics.

For the target audience, mealtimes were identified as key periods of heightened awareness of their condition, as well as weekends for reaching a premium and family audience. We adopted a flare strategy identifying contextually relevant marquee programming, around food & health programming to create an emotive connection with the Dexcom Warriors.


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