GSK Case Study

Core Objective 

GSK was looking to run a programmatic DOOH campaign in conjunction with other media channels to promote shingles prevention for the general public aged 18+ and boost the demand for doctor consultations for people at risk, especially audiences aged 50+ throughout Hong Kong.  Additionally, GSK sought to precisely measure the campaign's effectiveness and use the insights gained to enhance future initiatives.

Solutions

GSK utilized the Hivestack Demand Side Platform (DSP) to activate the campaign across multiple DOOH screen environments. This included large digital billboards in high-traffic areas, digital panels at bus shelters and on the Hong Kong metro, as well as strategically placed DOOH screens in clinic centers and charging stations (ChargeSpot) throughout Hong Kong Island, Kowloon and the New Territories to connect with the target audience.

Since GSK aimed to broadcast their vital message through both offline and online channels to maximize visibility, audiences exposed to the DOOH campaign were retargeted across other digital channels.

Results 

During its 3 week flight time, the campaign generated over 6.5 million impressions, reaching more than 165k device IDs in proximity to the DOOH screens. These devices were then leveraged in a strategic retargeting campaign by a leading global omnichannel DSP. Post-campaign analysis showed that retargeting from the DOOH initial exposure achieved a 7x higher interaction rate (CTR) compared to other channels.

Hivestack, in collaboration with Nielsen, conducted a pre-to-post Brand Lift Study (BLS) to measure the effectiveness of the campaign, findings included:

• Increase in intent for consultations: After viewing ads, the target age group was 17% more likely to seek a doctor's consultation for the shingles vaccine.

• Ad recall by environment: The top screen environments on which respondents could recall seeing the ads were MTR (54%), Clinic TV (41%), and digital billboard (31%). 

• Call to action: Viewing the ads prompted audiences to share information (50%) and research (42%) about shingles. 

Testimonial:

“We are thrilled to share our positive experience partnering with Hivestack on our client, GSK’s Shingles Disease Awareness campaign in Hong Kong. This collaboration marked the first venture into programmatic digital out of home (DOOH) advertising for our client, and we couldn't be happier with the results. One of the standout aspects of this partnership was the ability to leverage Nielsen's measurement solution. Through this, we gained insightful data and confirmed that our campaign successfully drove a significant uplift in doctor consultations. This successful outcome wouldn't have been possible without Hivestack's dedication. We look forward to many more successful collaborations in the future.” - Yvette Po, Senior Media Manager, Publicis Media