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
The Strategy
We adopted 3 key strategic pillars, under the over-arching theme ‘Knowledge is Power’, around which we built our strategy:
- Power in numbers – mass reach media to drive scale and ‘fill the funnel’
- Powerful voice – borrowing the trust of TV as a media channel to give reassurance within this new MedTech category
- Power through context – focussing on moments that matter to our Dexcom Warriors
Implementation
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.
The results
- Awareness +15% vs. target goals
- +270% lead generation
- TV drove 94% all media-driven leads
- Thinkbox Award Winner – Best Newcomer ‘21
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