CCRM recognizes the unique trajectory of each fertility journey. Across various social plaftorms, millions engage in conversations about their experiences, generating billions of views. Primarily centered around the challenges of fertility, these conversations form the backdrop for CCRM's commitment to amplifying these voices and initiating dialogues on traditionally understated topics.
In pursuit of our goal to resonate with those navigating fertility challenges, we launched a campaign that delves into the multifaceted aspects of the fertility journey, ecompassing both its difficulties and joys. These stories serve as compelling testaments, affirming that regardless of the distinct nature of one's journey, CCRM stands as the starting point – the "Where To Begin."
Central to our objective was the spotlighting of CCRM's comprehensive fertility services, spanning IVF, LGBTQ+ family building, egg freezing, egg donation, and surrogacy. Through this campaign, we strategically positioned CCRM as the preeminent choice for fertility care, cultivating heightened brand awareness at the top of the funnel.
By harnessing User-Generated Content (UGC), we discovered authentic stories shared across social that showcased the many emotions woven into the fertility journey. These resonated with the services offered by CCRM, so we secured consent from these content creators to seamlessly integrate their videos into our campaign.
In parallel, we crafted stock-like footage of doctor-patient consultations, amplifying the message that CCRM physicians are not only attentive but also ready to provide unwavering support. A visual facelift was given to our ads, featuring updated headshots of CCRM doctors at each clinic location. This revamp resulted in a collection of 100 static and video assets strategically shared across Facebook, Instagram, Pinterest, and Snapchat.
Despite the challenges posed by TikTok's no-fertility-ads policy, limiting the reach of our advertisements, CCRM surpassed expectations for new patient sign-ups in 2023.
Identifying a significant gap in online discussions around crucial fertility topics such as surrogacy and egg donations, we proactively engaged with previous CCRM surrogates to organically incorporate their stories into our campaign content.
Post-launch, as competitors started emulating our messaging and layouts, we responded with agility. Implementing A/B testing methodologies, we continuously refined our ads throughout the year based on audience feedback, ensuring our content resonated optimally.
Our campaign simplified and humanized the CCRM brand, and despite having to overcome challenges, our adaptable approach led to significant and positive outcomes.
In the initial 90 days of the campaign, we celebrated notable achievements: a 30% surge in impressions, an 83% increase in clicks, and a 50% reduction in the cost per lead. The “Where To Begin” messaging played a pivotal role in elevating click-through rates on Google paid search and Meta paid social ads, and many competitive markets surpassed the performance of the previous year, indicating the campaign’s widespread impact.
The campaign also made substantial contributions to our key business objectives, with a 7.6% YoY increase in new scheduled patients. Encouraged by these positive outcomes, we have maintained the momentum for nearly a year and eagerly anticpate the launch of "Where To Begin 2.0" this year. The sustained success underscores the campaign’s resonance and effectiveness in driving tangible results, reaffirming its role as a powerful driver of engagement and growth.
