Breast implants global class action

We were asked to get more women who had particular types of breast implant represented  in the client’s class action. Specifically to incorporate behavioural science knowledge into the communication strategy to make the campaigns more effective.

Analysis:

1. First part was to deliver on agreement for a theoretical base of literature, qualitative, and quantitative knowledge in behavioural terms.

• A review of literature led to a set of questions around COM-B model for 12 women in 1-on-1 interviews. These women had already signed up with our client from Argentina, Australia, Brazil, Spain and the UK. It was prohibitively expensive to find women who had not signed up to any class action lawsuit – partly the reason why we were engaged to work on this project – so we took that into consideration.
• This lead to our Target Audience Analysis.
• And subsequently our Playbook – which described behavioural techniques and message-fragments, and a set of worked up examples from packs for influencers, radio ads, digital ads, Facebook posts, search ads, landing pages, an extensive re-editing of existing video stories an testimony that our client had already made, and more.

Turning insight into action:

2. Our suite of work for targeted awareness focussed on Facebook paid ads in Panama, Colombia, Argentina, Brazil, Spain, and more. Together we created on more than 5 trials of sets of ads approx. 10 ads in a structured way from the Playbook we developed:

• The earlier sets focussed on 10 or more linguistic content variants (body copy, headlines, and calls to action) with a consistent look and feel (design a production done by client’s in house designer with our input).
• Later sets of testing focused on the headline and body copy versions that worked best, with variations on imagery, and combining messages about implant type.

3. Our suite of work for traditional media awareness focussed on out of home (OOH) ideas, and preliminary plans for other media. We put together:

• A creative brief
• Media Mix Planning for Argentina & Brazil from open source information from Statista
• Preliminary creative ideas for many media (OOH, Radio, etc.)
• A Flightplan making assumptions about media mix around a base load and a hit week

4. Our suite of work for landing pages is designed to move women through the process of signing up with the class action. This took to forms:

• Short-term adaptation of the client’s existing landing page – wireframes, copy, expandable information – and guidance for new landing pages and tests on business website.
• Longer-term support, guidance, and copy writing for an online legal-community-focussed turnkey sign-up funnel package.

5. Our work for the client’s appraisal process involved the women who had signed up to the basic class action.

• We used our Playbook, user flow, and copywriting experience to improve questions and storytelling on their existing online questionnaire