Background:
- Philips’ ongoing AED paid social campaign in the United States has been testing new outreach methods since 2017.
- Audience: Office Administrators, Nurses, and Health & Safety Officers
- Destination URL: https://www.usa.philips.com/healthcare/medical-specialties/workplace-and-community-aed
- One content type we tested are 360 image ads.
360 image features:
- Facebook only
- Mobile only
- Best for awareness stage (buying on reach).
- Can be followed up with retargeting.
How does it work?
- A 360 Photo is a photo that allows you to view more than just a snapshot of a scene. Some types of 360 photos even let you view the scene from every angle: above, below, behind and next to you.
- The image shifts as you scroll by, catching the eye.
What’s on their mind?
- Many Facebook users are killing time on their newsfeed.
- The general public is often unaware about AEDs.
- Users react well to gamification.
Thought starters
- Spread knowledge of the importance of AEDs and how to find them via a “Where’s Waldo” game that takes advantage of the 360 image functionality.
Creative Specifications
- Text: 125 characters
- Headline: 25 characters limit
- Link Description: 30 characters limit
- Desktop example of the functionality:
https://bit.ly/2SUeVvs
Creative 1: Chance of Survival A
Post Copy:
Find the AED! When shock is given within 1 min of collapse, chance for survival is ~90%.
Mobile-Only Links:
•https://www.facebook.com/?feed_demo_ad=23843076697000016&h=AQCMXT8N9E4iUyD2
•https://www.facebook.com/?feed_demo_ad=23843076728920016&h=AQBISD0-6M4LP-IY
•https://www.facebook.com/?feed_demo_ad=23843076733570016&h=AQC-6e5wh7eHwQpc
Creative 2: Chance of Survival B
Post Copy:
CPR + Defibrillation within 3-5 min. of collapse can produce survival rates of 49%-75%.
Mobile-Only Links:
•https://www.facebook.com/?feed_demo_ad=23843076728930016&h=AQBAKe_H1y1zvr5l
•https://www.facebook.com/?feed_demo_ad=23843076696990016&h=AQBoQl5OUOU1tmBQ
•https://www.facebook.com/?feed_demo_ad=23843076733580016&h=AQDskTLk6KmRznEN
Creative 3: Negative Outcomes A
Post Copy:
Find the AED! 3-5 minutes without a pulse, irreversible brain damage may begin to occur.
Mobile-Only Links:
•https://www.facebook.com/?feed_demo_ad=23843076688970016&h=AQBbSOPWrsN1bB6I
•https://www.facebook.com/?feed_demo_ad=23843076733620016&h=AQAVs7Gadbl21ule
•https://www.facebook.com/?feed_demo_ad=23843076728940016&h=AQD2FYE1BrJB9Qp9
Creative 4: Negative Outcomes B
Post Copy:
Find the AED! Cardiac arrest
victims’ survival decreases ~10% per min w/o defibrillation.
Mobile-Only Links:
•https://www.facebook.com/?feed_demo_ad=23843076697010016&h=AQCnR5rH9kHdvqFI
•https://www.facebook.com/?feed_demo_ad=23843076728960016&h=AQCGg1MyNUryRj_W
•https://www.facebook.com/?feed_demo_ad=23843076733600016&h=AQDQfZj6HptqsGrz
Engagements
Results
• CTR benchmark was 0.49%
• We used 360 images in September and static images in October.
• The CTR in September was 5.13%
• The CTR in October was 1.22%
• Both CTRs are well over benchmark, but the 360 images delivered 10x our benchmark. We are re-running these very effective ads, and possibly adding an “in use” version.
Betwixt & Between 