CREATE Fertility and their sister brand abc ivf, were looking for support in raising awareness of both businesses through two separate online brand campaigns.
With two different target audiences, CREATE Fertility and abc ivf both had different aims for their online campaign. Both campaign concepts needed to raise brand awareness and have the ability to be personalised to each ivf clinic location.
CREATE Fertility, the UK’s number one provider of natural and mild IVF treatment, had an older target audience of females around 40 years old who were likely to have had failed cycles in the past. They wanted the CREATE Fertility campaign to emphasise their leading industry position, increase consultation bookings and educate their target audience on what natural and mild IVF was all about. Abc ivf on the other hand, had a younger target audience who were more concerned with budget restrictions. They also offer IVF to females in a same sex relationship. The aim of the abc ivf campaign was to promote the brand as the most affordable IVF provider in the UK, highlighting their package price and brand values to encourage more bookings.
Enlisting the help of Rawww to create their online advertising campaigns, we worked with the team to really make the most out of the current brand elements they already had. We referred to their brand guidelines to influence the colour scheme and worked with the team to define their unique selling points that could be used in the campaign.
For CREATE Fertility’s online advertisements, we worked around creating a ‘natural’ feeling for the concept, based around customers joining the brand’s growing family. Using muted brand colours, bespoke illustrations and warm photography of mothers and children, the online campaign highlighted the variety of families CREATE Fertility have helped through natural IVF treatment and focused around the IVF community to appeal to those who may have previously felt ostracised from society.
Similarly we worked with the brand assets abc ivf already had to define a strong concept for their online advertising campaign. Working around the line ‘Simple as ABC’, Rawww created a colourful and eye-catching set of online adverts using creative copywriting to tie in abc ivf’s USPs.
Although we worked to make the most of the current brand assets when creating the campaign, the previous tone of voice used in the brand’s online advertising needed a little refinement as it was too authoritative and unapproachable to connect with their target audience. We honed both of the brand’s tone of voice, to allow them to appear more friendly, caring and show their experience to customers in a softer way.
Rawww also delivered social advertising for both CREATE Fertility and abc ivf for the online campaign, by designing creative concepts for a Facebook Instant Experience advert. Using the strong copy lines from the online advertising, we also brought featured eye-catching photography and video to capture a viewer’s attention on Facebook. Both CREATE Fertility and abc ivf received strong brand awareness online campaigns that set them apart from competitors by positioning their brand as leading experts.
Through working with Rawww, both CREATE Fertility and abc ivf have been given a fresh new take on promoting their brand through creative online advertising. We used assets the business already had to help raise awareness and bring the brand to life.
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