genius 3D
POWER OF SURE
2022 MUSE Creative Award Winner - Integrated Marketing (Gold)
Power of Sure was a digital campaign addressing the systemic racism that prevents Black women in the U.S. from receiving the high-quality and culturally competent health care they deserve. We wanted Black women to advocate for their breast health in geographies where screening rates have been historically low based on census data. Our objective was to educate our audience on the importance of scheduling regular mammograms and knowing your risk factors, as well as raise awareness of the key role the Genius 3D® Mammography plays in early breast cancer detection.
While the incidence of breast cancer is about the same for Black and white women, the death rate is almost 40% higher in Black women.
First, we tested branding and messaging (left) before launching this award-winning campaign (right) that resonated with our audience. The results?
The campaign had 6.4 million total impressions across all platforms. Facebook & Instagram had a reach of 847K for Black women 40+ in the U.S. in a brief period of 2 months.
Throughout September and October, almost 20k website sessions were driven to the bwhigenius3d.com website through Facebook/Instagram and programmatic ads. Traffic from Facebook stayed on site for an average of 36 seconds.
We were able to drive almost 3k facility finder submissions, with a 56% lower cost than the original creative test. Creative saw extremely high engagements, with programmatic videos resulting in a 69% view-through rate, significantly higher than the 15% benchmark. Facebook & Instagram also saw remarkably high engagements of almost 15K total, including reactions, comments, and shares.
