SUCCESS STORY
This new contraceptive app used Facebook video ads in Sweden to achieve 20% incremental reach on top of TV and a 23-point lift in ad recall.
20%incremental reach on top of TV
47%more efficient reach per target rating point than TV
23-pointlift in ad recall
3.6Xlower cost per target rating point than TV
THEIR STORY
Groundbreaking technology
Natural Cycles is the first app to be certified for contraceptive use in Europe. The app uses a sophisticated algorithm to analyse a woman’s basal body temperature and calculate her fertile and non-fertile days. It was developed by CERN physicist Elina Berglund, who founded the company with her husband, Raoul Scherwitzl.
THEIR GOAL
Introducing the app
Natural Cycles wanted to raise brand awareness and reach as many women as possible between that ages of 25–49 in Sweden to introduce the use of their mobile app as a natural, effective method of contraception.
THEIR SOLUTION
Videos for impact
For its Facebook campaign, Natural Cycles adapted its existing TV commercial (which demonstrates how the app works) into video ads suited to the fast-paced mobile News Feed.
Working closely with Facebook Creative Shop, Natural Cycles converted the TV spot from its original landscape format into a vertical format suited to the mobile screen, and added text so the ads could be understood even when viewers have the sound turned off on their phones. The company added clear branding early on in the video, and included a new campaign tagline, “Your new morning routine”, developed during a workshop with Facebook Creative Shop.
The 3-week campaign ran across Facebook and Instagram as well as Audience Network, which allows advertisers to extend their campaigns beyond Facebook and into other mobile apps. Natural Cycles chose to book the campaign in advance using reach and frequency buying, which offers predictable, optimised reach and accurate frequency. The campaign reached one million women in Sweden aged between 25–54, and delivered higher total reach than TV for women aged 25–34.
Natural Cycles used the Danish market research agency AudienceProject to measure the reach of the online campaign, and compared those results to official TV panel data using software from TechEdge. Brand lift was measured using a Facebook brand lift study.
THEIR SUCCESS
An exciting result
With its thoughtful Facebook campaign, Natural Cycles achieved outstanding results beyond its expectations. The October 30–November 19, 2017 campaign delivered:
20% incremental reach on top of TV
47% more efficient reach per target rating point than TV
23-point lift in ad recall
3.6X lower cost per target rating point than TV
Products used
Video adverts
Capture attention with engaging video adverts.
Measurement
Make better marketing decisions based on insights.
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We tested TV because we wanted to expand beyond our traditional media mix (only digital) while also increasing awareness of Natural Cycles. TV in Sweden proved unsuccessful at efficiently reaching our core audience compared to Facebook’s reach and frequency campaigns.
Stephanie Underwood
Marketing Strategy Manager, Natural Cycles
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