Mediaplus manages the global media strategy and buying in more than 25 countries for Siemens Healthineers. The goal is to efficiently activate the B2B target group, especially the decision-makers at healthcare providers. Their data-driven and automated approach is controlled centrally and transparently through us.
In the course of this, it was also our task to promote a virtual event around the globe. With the COVID-19 pandemic making regular trade shows impossible, Siemens Healthineers launched their very first own digital live event "Shape21". Our challenge was to target three very specific and diverse target groups in 9 countries around the globe to make them join the digital live experience.
First, to let people know about Shape21, we used video ads and combined them with large display ads to increase awareness. In the second phase, Native and Display Ads where used to bring the user to the landing page and get them to participate at the event. The campaign was optimised on clicks and visits. As we didn‘t have audience data for all target groups and all countries, we used a combination of data targeting and contextual targeting, using specific keywords to identify the right users. All campaign data was collected and combined with clients data in a global dashboard that allowed to report the campaign data on a daily basis.
The campaign was a huge success, with significant better performance in all metrics, and has exceeded expectations. Due to several optimizations done with the data gathered within the campaign period, the second phase of the campaign had a significant uplift in performance. All targeting tactics were successful with most traffick coming through contextual targeting.