2021

NYX Awards - 2021 Gold Winner Winner

Gillette Head Shape Campaign

Entrant Company

Bluespire Agency

Category

Integrated Marketing / Business to Consumer

Client's Name

Gillette Children's Specialty Healthcare

Country / Region

United States

Experience Level

Agency

The Head Shape campaign, for Gillette Children\\\'s Specialty Healthcare, was centered around parents, with a child 12 months or younger, who may be concerned about their child\\\'s head shape, but do not know how to compare the head and who to contact. Bluespire created an interactive, easy “self-compare” education that helped parent(s) better understand when they should be concerned about their baby’s head shape. Bluespire also created a custom landing page to drive conversions. The campaign ran from January 2nd, 2020 - July 1st, 2020 and used both paid search and paid social tactics to drive traffic on the landing page. The goals of this campaign were to drive traffic to the campaign Landing Page that would convert to calls for an appointment. The Paid Social only ran about half of its scheduled duration. (Paused due to COVID-19.) Based off conversion performance, Social did more to educate parents than to get them on-site. This is most likely due to users being able to take the assessment directly from our ads, rather than having to click through to the landing page unlike Paid Search. Most new parents did not need to take further action. The Paid Search was the key driver of successful appointments across all tactics for the Head Shape campaign. The Paid Social targeted a higher-funnel audience. The goal was to raise parents’ awareness about head shape problems as their baby developed. However, the channel did not yield a successful appointment. Custom landing page drove nearly 3X more user engagement than .ORG when we looked at how much of the page users were reading. Search, running on a $30/day budget, yielded a very reasonable cost per successful appt. of around $150-$180/month. The success rate for converting a call into an appointment was 21.43%. Call Tracking was introduced a month into the campaign. There were 25 calls driven that didn’t have CTM attached. Applying the conversion rate, there were most likely an additional 5 appointments (APPROX. 23 total).

2021
Publications
NYX Awards 2021 Winner - 2021 CTA Corporate Report - Tech for All
gold
winner

Entrant Company

Consumer Technology Association

Category

Publications / Annual Report

Country / Region

United States

2021
Content Marketing & Writing
NYX Awards 2021 Winner - Morris Animal Foundation’s Fresh Scoop, June 2020
gold
winner

Entrant Company

Morris Animal Foundation

Category

Content Marketing & Writing / Content Marketing / Other

Country / Region

United States

2021
Marketing Effectiveness
NYX Awards 2021 Winner - MobileIron’s Everywhere Enterprise
gold
winner
MobileIron, now Ivanti

Entrant Company

Highwire PR

Category

Marketing Effectiveness / Interactive Brand Experience

Country / Region

United States

2021
Broadcast / Television
NYX Awards 2021 Winner -  Hands
gold
winner

Entrant Company

Parnaso

Category

Broadcast / Television / Business-to-Consumer

Country / Region

Spain