Month: April 2020

Attends Social Media Marketing

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Attends, a brand of Domtar Personal Care, is a pioneer in the incontinence industry, with products that deliver confidence and freedom to millions of people around the world. Domtar has engaged Signal to assume control of the Attends social media channels for planning, content development, design and development of visuals, and scheduling posts.

Our objectives are to help the client build audiences and brand awareness, to reach younger and more active users as well as caregivers, and to drive traffic to designated “Where to Buy” pathways that can be tracked to capture measurement. We plan monthly editorial calendars with a mix of content that includes product profiles, general wellness tips, holiday celebrations, links to relevant third-party articles, and so forth. Each month we review the proposed material with the client for their approval, then create and deploy the posts as agreed.

 

Results:

Increasing awareness while minimizing the stigma of incontinence by engaging users through aspirational content and helpful resources.

  • Increased monthly reach by more than 275,000 people

Driving more product exploration and sample requests to help get users into the right product for their needs.

  • Increased website traffic by 260%
  • Increased direct response actions by 419%

Americas 2020 Annual Kickoff Inspirational Video

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Headquartered in France, bioMérieux is a worldwide leader in microbiological testing solutions for medical and industrial applications. The company engaged Signal for turnkey production of an inspirational video for their America Annual Kickoff Meeting, to be played as an introduction for the executive keynote address.

The goal was to motivate the audience of sales field teams to navigate and overcome challenges in the changing healthcare landscape, tying in with the meeting’s motif of kayaking through whitewater rapids by means of skill and teamwork. The video used a symbolic “kayak instructor” as a narrator over outdoor action scenes, interspersed with testimonials from bioMérieux sales reps and other experts. Signal edited the script and developed storyboards based on the client’s general outline.

The original concept was to film these testimonials on location at a riverbank setting, but weather conditions on the day of the shoot forced a change of plans. We adapted by shooting these segments in a studio set against greenscreen, and composited stock footage of nature scenery in post-production.

The completed video met with positive response at the client’s event. The executive giving the keynote was reportedly “pleased and genuinely enthusiastic with it,” and leadership from the home office was also impressed.

EXOGEN Social Media Marketing

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EXOGEN Ultrasound Bone Healing System helps patients heal fractures and get back to normal activities faster. Patients have been independently sharing their recovery experiences with EXOGEN on social media. In response, we set up the official Bioventus Instagram profile @exogenbonehealing to help nurture this kind of engagement with the brand. We’ve created and pushed out content every two weeks, focusing on user testimonials and the convenient ease of the device.

Using a social aggregator, we’re capturing positive brand mentions and embedding them on exogen.com. This includes all posts made through the brand’s Instagram profile as well as positive brand mentions with relevant hashtags.

We are continuing these efforts to grow the brand by increasing awareness and turning patients into advocates. We continue sharing educational content and promote the ease of use, convenience and effectiveness of the device. We also continue to nurture user-generated content by encouraging patients who are using the device to share their experience on Instagram, and by aggregating that content on the website adjacent to the more high-production testimonials.

Results:

  • Increasing awareness with patients and providers
  • Mitigating risk typically associated with medical device company social channels by streamlining content creation flows with regulatory approvals.
  • Increasing positive patient testimonials
  • Increasing engagement with pro athlete influencers

The Show Must Go On

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virtual events

Virtual events aren’t a new trend, but during the global coronavirus crisis, they have become a necessity. Companies large and small are scrambling to replace in-person conferences with social-distancing-friendly online events. The Washington Performing Arts Gala is a stellar example. Originally scheduled for March 2020, the gala was quickly moved to a virtual event due to the virus outbreak. The rapid shift from in-person to virtual attendance occurred in just 14 hours. This included planning, installing, rehearsing, webcasting, and dismantling of the entire event.

Event organizers were able to meet the challenge and bring the gala to the guests. The team had to overcome several obstacles in the conversion process, including fitting the event into a much smaller space; re-writing the script to include virtual performances from several musicians; and preparing a broadcast studio to meet technical challenges in time for the original event date. In spite of the abrupt pivot, over 300 virtual guests were able to attend the gala, and an impressive $200,000 was raised to benefit the performing arts.

The Signal team is also currently helping clients with contingency plans for upcoming events. In just one example, we’re working with a global life sciences company to shift a major face-to-face event to a virtual one. The sophisticated setup, using YouTube as the main platform, will include features such as:

  • Simultaneous streaming across multiple platforms
  • Up to four independent cameras
  • Combination of live, animated and pre-recorded content
  • Custom on-screen graphics
  • Green screen keying
  • Production development
  • Live-to-video recordings for future access

What we can learn?

The Washington Performing Arts Gala organizers used many best practices for planning an online event, including audience participation, a compelling script, and high-quality video, audio and lighting. Most online platforms have interactive features, so we’d like to add that audience feedback during and after the event makes a big difference. Think quizzes and polling questions, and encouraging live tweeting as ways to engage participants. Another great way to use interactivity is by taking viewers behind the scenes. This creates an emotional connection and an authentic feeling of insider knowledge that others don’t have. Speaking of creating connection, a unique hashtag can help promote the event and foster attendees’ engagement, while providing important information to planners.

When planning your virtual event, make sure you’re choosing the right platform, content, design and interactivity. The Signal team is here to help you create an exceptional experience for your attendees.

Comfees Social Media Marketing

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Comfees is a premium diaper brand that has previously focused on serving families with special needs children through healthcare distribution channels, although the brand is now expanding into general consumer retail. Domtar has engaged Signal to assume control of the Comfees social media channels for planning, content development, design and development of visuals, and scheduling posts.

Our objectives are to help the client build audiences and brand awareness, to promote associated communities and strategic partners, and to drive traffic to designated “Where to Buy” pathways that can be tracked to capture measurement. We plan monthly editorial calendars with a mix of content that includes product profiles, general childcare tips, cute and amusing images, holiday celebrations, links to relevant third-party articles, and so forth. Each month we review the proposed material with the client for their approval, then create and deploy the posts as agreed.