Best Medical Online Ad, Best Pharmaceuticals Online Ad

When Plan A doesn’t work out, there’s Plan B. This emergency contraceptive has become a household name, but this interactive campaign that ran alongside streaming video content helped answer some important questions about it: How does it work? When can I take it? Where can I find it? Infillion’s Content Collection was the ideal ad format to house answers to these questions by allowing them to choose one of three paths based on what their questions are. The first breaks down exactly what Plan B is, and what it isn’t. The second incorporates an easy tool to determine whether the user is within the window in which Plan B is effective – simply input the day and time of intercourse to find out. The last path showcased a priority that many people might not be aware of: You can order Plan B online and pick it up in person. It’s available at many retailers, so this path helps direct users to individual sites. This unit resonated, as the 4.2 time average interaction rate and 46 second average time spent (compared to a minimum of 30 seconds) showed the ad was doing exactly what it was meant to do – serve as a hub for self-guided product education. From a brand lift perspective, the campaign delivered full-funnel, with lifts in Awareness: 13%, Familiarity: 12%, Consideration: 11%, and Preference: 7%. Overall, this experience solidified that Plan B is the expert and number one choice in emergency contraception, assuring they know “I’ve Got This.”

Contributors:

INFILLION

Location: United States