CASe studies

How we created a holistic marketing and communication solution for the Eczema Society of Canada

Eczema Case Study2

BUSINESS REQUEST

The Eczema Society of Canada (ESC) engaged Gibson Group to provide full-service communication and marketing solutions for their campaigns for 2023.

The proposal included strategic campaign development and implementation, bilingual website redevelopment, social media management, digital advertising strategies and implementation, creative media development, and producing and facilitating multiple online events for the ESC community.

The client's goals for the project included:

  • Promote ESC as a credible resource in the eczema community
  • Increasing general awareness about eczema and the need for more accessible care
  • Creating educational materials to share with people living with eczema
  • Improve attendance rates for educational virtual webinar sessions

GIBSON GROUP SOLUTION

For this client, our team worked with the ESC team to provide an integrated marketing and communication strategy for their 2023 campaigns.

From idea conception to implementation, we developed the following solutions to meet our client's goals:

  • Strategic campaign development – Created communication campaigns to strengthen the ESC brand and build higher awareness in the ESC community across Canada. This was implemented using digital advertising across social media, search media, newsletters, programmatic, and retargeting advertising.
  • Website redevelopment project – Redeveloped ESC’s bilingual website to a clean and modern design and included helpful digital elements for the ESC community, such as the “Find a Doctor” tool. Our team facilitated improved connection throughout the rebranded website theme and layout, integrating digital insights to improve the information architecture, user experience, testing, and launch of the new website.
  • Creative development – Reimagined ESC’s branding illustrations for the style guide, improving consistency between used icons, visuals, and associated media for all promotional and marketing materials.
  • Event production – Transitioned online virtual webinars to a Cvent & Zoom combination to offer a best-in-class learning experience. Through creating a custom designed registration process, we facilitated lead generation and registrant detail capture seamlessly while fostering an improved attendee learning experience.
  • Live webinar activation - Facilitated three educational webinar events (twelve unique educational sessions), including events hosted by Canadian and American eczema experts. Each separate webinar session encouraged engagement between presenters and audience members and our tracked data indicated excellent engagement throughout in-session polls, survey, and live Q&A.
  • SEO blog creation – Retargeted, created, and optimized 25+ consumer-facing educational SEO blog articles for the ESC website. Relevant blog articles were also shared via social media to maximize reach and impact.
  • Social media management – Created social media content across five social media channels (Instagram, LinkedIn, X, Threads, and Facebook), including videos, carousels, story posts, and polls. Through the creation of a comprehensive content calendar, we drove increased impressions and enhanced content design cohesion within ESC’s social presence for a more engaging and branded user experience.
  • Consumer-facing communication – Supported and managed ESC’s front-line, direct-to-consumer communication channels to standardize and enhance the consistency of community and marketing inbox queries.

PROVEN RESULTS

By working with Gibson Group, ESC:

  • Successfully held three webinar series events with 1200+ number of registrations for each event.
  • Launched a new website to healthcare professional, consumers, and key decision makers with positive community feedback.
  • Increased social media impression across 5 channels by an average of 30%
  • Successful community awareness campaign exceeding expectations

How we increased Crest + Oral-B product sales and gained 1200+ social media followers from a Convention Booth Activation

Convention Booth Activation for Crest + Oral-B

Screen Shot 2021-05-31 at 3.47.23 PM

BUSINESS REQUEST

Crest + Oral-B briefed our team to create a conference experience for an upcoming convention. The client’s goals for this project included:

  • Leveraging currently used digital technologies to improve attendee engagement
  • Growing brand loyalty by achieving multiple KPIs (including sales targets)
  • Educate dental professionals on key claims for Crest + Oral-B products
  • Meeting all campaign desired goals in a tight and efficient timeline
  • Adhering to all COVID-19 safety protocols

GIBSON GROUP SOLUTION

To meet Crest + Oral-B’s goals, we facilitated the following solutions:

  • Supported the redesign of the booth to deliver an impactful learning and sales experience
  • Collaborated with a digital activation partner to build a communications strategy through gamification of the booth
  • Managed the booth selfie station and facilitated community management for Crest Oral-B’s Instagram account to drive engagement
  • Created interactive posters using QR codes to assist in learning and purchasing of products
  • Developed an immersive video demo to improve education of Crest + Oral-B product claims
  • Facilitated a COVID-19 safe, hand-free experience for every guest

PROVEN RESULTS

By working with the Gibson Group, Crest + Oral-B:

  • Gained 1200+ new members to their digital community
  • Had a significant increase in product sales conversions
  • Experienced 5%+ growth in Instagram followers

CLIENT FEEDBACK

“The new booth design streamlined the journey creating better engagement, education, conversion!”

– Senior Brand Manager, Crest + Oral-B

How we increased website traffic by 256% and created educational resources that landed Metvix 154K new users

Launching a Nation-Wide Awareness and Referral Program

Metvix

BUSINESS REQUEST

A specialty pharmacy (Rx) brand collaborated with our team to jointly work towards gaining more awareness and specialist referrals for their products. The client’s goals for the project included:

  • Creating educational materials to share with Canadian general practitioners (GPs)
  • Designing and launching an “Online Specialist Locator” tool for their website
  • Increasing consumer awareness of product usages and benefits
  • Encouraging increased conversation between consumer and GP about the product

GIBSON GROUP SOLUTION

To meet our client’s goals, we facilitated the following solutions:

  • Developed and launched a comprehensive Specialist Locator tool for the brand website
  • Wrote a detailed product and condition awareness website page, linking to the new Specialist Locator tool
  • Created a profiling questionnaire for use by general practitioners with their patients
  • Deployed digital ads, marketing emails, and a consumer-facing social media campaign to raise brand awareness for healthcare professionals and patients

PROVEN RESULTS

By working with the Gibson Group, Metvix:

  • Gained 382K impressions within two months of campaign launch
  • Reached over 154K new users with educational resources
  • Experienced a 256% increase in website traffic
  • Maintained a very high email open rate throughout the campaign (41.5%)

CLIENT FEEDBACK

"We enjoy working with the Gibson Group team and look forward to continuing success with the agency."

– Brand Manager, Metvix

How we helped Metvix achieve 955K program impressions

Key Opinion Leader (KOL) Program Creation

Metvix KOL articles

BUSINESS REQUEST

A specialty pharmaceutical (Rx) brand collaborated with our team to reach the collective goal of building a regional support and brand education system for Canadian dermatologists. The client’s goals for the project included:

  • Providing regional-specific, peer-to-peer educational information on the use of the brand’s products
  • Building chosen specialists into key opinion leaders (KOLs) in their chosen region
  • Driving increased healthcare professional traffic and usage to the brand website

GIBSON GROUP SOLUTION

To meet our client’s goals, we facilitated the following solutions:

  • Scripted, filmed, and edited a KOL Leadership Series, consisting of four educational videos
  • Recruited and trained three product KOLs to create customized product content based on regional preferences
  • Recorded and produced video presentations at multiple different office locations nationwide
  • Deployed geo-targeted digital promotions to drive awareness and traffic to the brand website

PROVEN RESULTS

By working with the Gibson Group, Metvix:

  • Gained 955K program impressions and website visits after campaign launch
  • An increase to 38% open-rate on geo-targeted emails
  • Established KOLs as regional leaders/spokespeople for future brand campaigns