Plan B
My Future, My Call
Awards
2024
Best Medical Online Ad
Best Pharmaceuticals Online Ad
Strategy
Plan B collaborated with Infillion to create an interactive TrueX unit that helped consumers address key questions about how Plan B contraceptive works, when to take it, and where to find it. The unit included a tool for users to check the pill’s effectiveness based on specific timing and provided information on availability, serving as an educational hub for consumers.
Performance Results
The Plan B campaign with TrueX drove a 4.0% CTR ¹ – 3X higher than Infillion benchmark!
The engagement ad increased the brand KPI of awareness by 6%!²
Consumers interacted with the unit 2 times on average and spent nearly 48 seconds on average in-unit (18 seconds more than guaranteed³), indicating that the interactive tool incentivized interest and helped encourage consumers to spend extra time in-unit engaging with the educational content.
¹TrueX Pharma 2024 CTR benchmark: 1.5%
²Brand Lift results measured by Infillion’s proprietary brand lift methodology, UpLift
³TrueX billable guarantee: 30s time spent in-unit + 1 interaction
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