Nexplanon® ARMOR Up Campaign: Overcoming Misconceptions And Building Brand Awareness Through Big Data Segmentation.pdf

Overview:
The campaign aimed to increase awareness and adoption of Nexplanon®, a long-acting reversible contraception (LARC) implant, by targeting a distinct segment of women interested in longer-term birth control methods.

Challenges:
1. Awareness & Misconceptions: Over 99% effective but low brand awareness and misperceptions about Nexplanon among both patients and healthcare providers (HCPs).
2. Target Audience: Identify a population segment beyond high-risk women, focusing on those with goals and aspirations that require reliable birth control for up to three years.
3. Peer Relationships: Leverage peer relationships important to this demographic.

Methodology:
1. Segmentation Study: A study of 3,425 women aged 18-40 revealed a substantial, actionable segment interested in Nexplanon.
2. Innovative Research: Using component positioning, RTBs, and benefits, followed by concept testing, AdLabs, and quantitative copy testing, a successful campaign was developed.

Creative Execution:
- "ARMOR up" Campaign: Emphasizes empowerment, protection, and achieving goals through Nexplanon's three-year birth control protection.
- Headline & Visuals: Double meaning in "ARMOR up," conveying both the implant's nature and its effectiveness. Visuals include flexing biceps to represent empowerment and location of the implant.
- Diverse Target Audience: Reaches single women, mothers, and partnered women, showcasing Nexplanon's appropriateness for various life stages.

Business Results:
- Awareness & Branding: Achieved all-time high brand awareness levels.
- Doctor Consultations: Over half of aware women plan to ask HCPs about Nexplanon, with a significant portion proceeding to get the implant inserted.
- Digital Engagement: More than half of recognized digital campaign users contacted their doctors, leading to high adoption rates.