The Briefing

The defined target group of people affected by eyelid margin inflammation should be informed about possibilities to alleviate the unpleasant symptoms. The aim was to address people who were already familiar with the symptoms of this chronic condition, as well as people who were not yet aware of suffering from it at all.

The Solution

An in-depth, informative guide text on the clinical picture of eyelid margin inflammation or blepharitis was produced. It dealt both with the recognition of symptoms in order to inform those affected who are still “inexperienced”, as well as its development, forms, possibilities of successful treatment and the Posiforlid products that can be used for eyelid margin hygiene. In our teasers – depending on the target group – we varied strongly in the wordings. For example, people with knowledge of their chronic condition were already addressed with more specific terms such as “blepharitis” or “recurrent eyelid margin inflammation.” The still inexperienced target group, on the other hand, was addressed with “softer” approaches such as “How to relieve skin irritation on the eyelid”.

The Result

Through the different approaches at teaser level and the informative content of the advertorial, we were able to ideally address both target groups, educate them and introduce them to the Posiforlid products – this is shown by an incredible average dwell time of 1:38 minutes and an enormously low bounce rate of only 4.56%. It is also remarkable that the dwell time from the beginning to the end of the campaign could be increased from originally 1:04 minutes to the mentioned 1:38 minutes through optimizations and that the bounce rate was reduced from 7.45% to 4.56%.

The integrated ads also benefited from a majority editorial wording with added value for the readers: For example, our LinkboxAd with further information achieved an ad CTR of 7.84%. Overall, 11.29% of readers were taken to the client’s landing page via the advertorial.

• On average, readers stayed in the article for 1:38 minutes
• 29% of readers were led from the advertorial to the landing page.

“In addition to the strong media values, we enjoyed the always efficient and very pleasant cooperation,” said Bernd Butscheidt, media coordinator at URSAPHARM Arzneimittel GmbH.

The Briefing

Among the target group of parents with a high sensitivity for climate neutrality and sustainability, awareness was to be created in Germany for the Golm Silvretta Lünersee Tourism Region, the first climate neutral region in Austria.

The Solution

In order to accurately address the top target group and bring them closer to the advantages of the region in terms of vacation as well as its progressiveness when it comes to sustainability, an informative and inspirational native advertising campaign was implemented – initiated by the digital agency elements.

The Result

Travel and vacation without a guilty conscience: With an advertorial that was able to convey to the target group why the Golm Silvretta Lünersee Tourism region can call itself “climate neutral”, as well as showing which activities await families, an above-average dwell time of 00:57 minutes was achieved. The readers engaged intensively with the advertising material integrated in the advertorial and also provided more detailed information in the integrated pinpoll about what was particularly important to them when it came to sustainable vacations. 5.2% of readers moved to the landing page via advertising material and text links in order to find out more about Austria’s first climate-neutral excursion destination.

• On average, the advertorial was read for 00:57 minutes
• 5.2% of the readers reached the landing page via advertising material and text links.

The Briefing

The goal of the campaign was to create awareness for the usefulness of e-bikes and to show that there is the right e-bike for everyone – whether sporty or not, whether big or small budget – at XXL Sports & Outdoor. Additionally, the expertise of XXL Sports & Outdoor in the sector of e-bikes should be communicated.

The Solution

An inspirational listicle highlighting 5 reasons why this is the right time to buy an e-bike was created. It addressed the rising costs of fuel & co at this time, thus providing a relevant framework. The listicle provided important arguments for e-bikes in every situation in life, alternating with expert tips from XXL Sports consultants from various stores. Engagement formats such as a CarouselAd and a LinkboxAd provided interested readers with exciting further links on the one hand and e-bike models with prizes on the other.

The Result

Through the clear added value that the listicle delivered to the readers and helpful expert know-how that was woven into the text in the form of quotes, we achieved a fabulous content and ad performance.

• On average, the advertorial was read for 1:22 minutes
• The bounce rate of 5.96% was enormously low
• An ad CTR of 5.49% was achieved

The Briefing

Abu Dhabi is as well as the Canary Islands, Turkey or Egypt a destination with sun guarantee. Unfortunately, it is still not perceived as such by the Germans and is also considered expensive. Our task was to change this perception.

The Solution

In the first phase of the campaign, we created a theme environment that reported on travel recommendations in Abu Dhabi on the one hand and sunny travel destinations in general on the other. Building on the insights of the first phase, the second phase focused on Abu Dhabi as a travel destination and Etihad Airways as an ideal airline. The content was targeted to those readers who had already interacted with the content from the first phase.

The Result

In addition to targeting the target group, Etihad Airways gained new insights into which specific attractions and locations in Abu Dhabi best appeal to the target group and which visual language should ideally be used.

The Briefing

With the help of an information campaign, we wanted to reach people with type 2 diabetes. Their increased risk of cardiovascular disease was to be highlighted and they were to be motivated to seek further advice from a doctor.

The Solution

An editorial topic environment was created. It covered all important aspects – from basic statistics and risks to the influence of a healthy lifestyle. In this way, we were able to filter those affected, inform them about the consequences and motivate them to seek further advice from their doctor.

The Result

Particularly remarkable was the above-average dwell time of the readers. This demonstrates that the relevant target group was filtered correctly and that the risks of cardiovascular diseases because of type 2 diabetes were ideally illuminated by the editorial approach.

patients and relatives reached