Describe the creative idea

PUBLICLY TRADED Publicly Traded is a stock-market inspired, e-commerce platform for LifeStyles that uses compelling data visualization and an engaging discounting mechanic to create value for customers – inspiring them to provide their email address and phone number for future communication. Because STIs, like stocks, are Publicly Traded. GLOBAL DATA, LOCAL INSIGHTS We started by tapping into Google Trends, a platform that analyzes the popularity of top search queries in Google Search around the globe, right down to city-level geography. This allowed us to see search interest for any given STI over time, where it’s most searched, and what else people searched in connection with it. We then created an algorithm that pulls real-time Australian search data on the six top STIs in the country, and used compelling data visualization to bring it to life.

Describe the execution

UNLOCKING THE POWER OF HEALTH SEARCH According to Google Health, 7% of Google’s daily searches are health-related. That’s 70,000 searches a minute, and roughly 1 billion searches a day. This is of particular interest to a condom brand, since web-searches have a demonstrated value in predicting the spread of infectious diseases by region, according to a new study from the Mayo Clinic. This includes searches for STIs (e.g. “gonorrhoea”), their key symptoms (e.g. “painful urination”), and adjacent search terms (e.g. “pus-like discharge”). COMBINING SEX AND SEARCH As Australians search their symptoms, our platform uses the Google Trends API to gather real-time data on Australia’s six top STIs: chlamydia, HIV, syphilis, herpes, gonorrhoea, and HPV. “BRINGING THE DEAD FACTS TO LIFE” Our algorithm pulls STI search data every 15 minutes, then visualizes it into six individual stock charts – so users can see how the “market” is performing throughout the day. INVERSE PRICING MECHANIC Our six stock charts are aggregated into a single composite – The STI Index, which drives inverse pricing for LifeStyles Condoms. So when the need for protection is the greatest, accessibility for LifeStyles is the highest. TAKING STIs PUBLIC To launch, we pushed IPO-themed ads across Instagram, Facebook, and financial websites from July 22, 2020 to August 24, 2020 – encouraging Australians to ‘Invest in safer sex’ at PubliclyTraded.com.au. PULLING DATA, PUSHING ADS As we monitored our platform, we noticed STI-related searches were spiking late at night in regions across the country. We activated against these trends by deploying hyper-targeted ads when and where STIs were trending. So if Chlamydia searches surged in Darwin at 2AM, or in Adelaide at 4AM – LifeStyles was there with relevant, contextual messages.