Why is this work relevant for Integrated?

We utilised multiple media platforms, adapting content to best target our primary audience (snorers) and their key influencers (partners). Long-form relatable & shareable content was targeted at partners on social with the aim of influencing their loved one. The pool for retargeting on social then included the snorers themselves with shorter content focussing on the serious side of sleep apnoea and benefits SleepCheck App. We leveraged breakfast radio to target partners of snorers when they potentially felt the effects of sleepless nights. SEM helped curious snorers find an informative web hub while PR introduced health experts to boost SleepCheck’s credibility.

Background

Sleep apnoea affects up to 20% of the adult population in Australia but 80% of these people go undiagnosed. Untreated, sleep apnoea has been linked to serious complications such as heart disease, hypertension, stroke and type 2 diabetes. SleepCheck is an app which makes diagnosis more accessible by enabling users to understand their risk of sleep apnoea in the comfort of their own home. The Objectives Brand Awareness Not many people know who ResApp Health is and the SleepCheck app is a new tool in town. We needed to drive awareness of the SleepCheck App and highlight its purpose. Brand Trust As a new product, we also wanted to build trust by demonstrating that it is the best option in the market for analysing risk of sleep apnoea. Drive App Downloads Ultimately, we wanted to encourage people to download and use the app.

Describe the creative idea

Leaving subtle hints to tell your partner to sort their snoring is one thing, but when there could be major health issues behind those snores, we should be more direct. Idea: Be as subtle as their snore We sought to stress the importance of using the SleepCheck App for people’s health to see if there’s more to their snore. We used a small town as a microcosm of Australia’s sleep apnoea problem. Having heard yarns of snoring partners causing sleepless nights, we cast real snorers and their partners from the community. Our mission? Get snorers to act! We created relatable, newsworthy films and seeded to social media, targeted at partners of snorers. The films highlighted the town’s snoring problem and how residents took drastic action creating bespoke ads in media placements all around the town, each ad designed to persuade our snorers to find out if there's more to their

Describe the strategy

For the initial launch campaign, our creative audience target were partners of snorers, the ones who experienced the snoring symptoms of sleep apnoea first hand and who were in a strong position to influence their partner’s steps towards diagnosis of sleep apnoea. We also believed it would be important to develop some educational content for the snorer themselves, so that when the partner recommended SleepCheck, they could understand more about the app and how it works. The approach: Partners: Targeted with a creative campaign highlighting the hidden dangers of snoring - is there more to their snore? The aim was to create relatable funny content that could facilitate a conversation between snorer and partner. Snorers: Provided with educational content via SEM, social and website about sleep apnoea & SleepCheck to close the loop from their partner’s recommendations. Content ultimately nudged snorers towards app download.

Describe the execution

We launched hyper local ads in our Sleepy Town, helping locals tell partners about sleep apnoea. Reactions were filmed and long-form videos served on social, targeting snorers and partners of snorers. Snorers were then retargeted with cut-down versions plus illustrative step-by-step app guides to drive downloads. PR introduced Sleepy Town driving organic interest, followed by education pieces featuring health experts demonstrating app benefits. Breakfast radio partnership reached partners of snorers feeling the strain of a poor night’s sleep. SEM directed prospects to a website demonstrating the app/ directly to download the app depending on funnel stage.

List the results

Social reach 1,669,701 Estimated ad recall rate of 10.8 162M PR impressions App downloads 3,153 (target was 3,000) #1 in App Store under Medical and #1 in Paid Apps (target was top 10) 87 customer reviews with 4.6 stars (target was 50) Spotlight & fame for the residents of Tuross Head - a region that was highly affected by bush fires in 2019. Local residents who featured in the campaign were interviewed on national radio, social and local news.