Overview
BioSURE Global develops, manufactures, sources, and distributes rapid healthcare diagnostic and detection tests with the highest levels of accuracy.
The company wanted to drive sales of its at-home self-test HIV kit, raise awareness of the brand name, and drive the conversation around self-testing and “knowing your HIV status”.
BioSURE had a relatively lean campaign budget, so we took the smart approach, leaning on stats, anonymous user data, and insight to create a thought-provoking PR and digital campaign for the brand.
What we did
PR & Digital
Through a strategic PPC campaign and added value UX reporting and changes, we could use Google Ads and the obvious niche search intent to position BioSURE as the market leader in self-testing throughout the UK, driving mass awareness and sales.
We also took the opportunity to tie PPC activity in with National Testing Week and World Aids Day, along with a variety of other well-timed, creative promotions.
Our work for BioSURE comprised:
- Search Ad campaigns
- Conversion tracking – updated and checked
- Ads written to highlight BioSURE’s USPs and help the adverts stand out against the competition
- Increased spend was allocated during National Testing Week and World AIDS Day
Throughout the campaign, we made recommendations to optimise the landing page experience, so BioSURE could enjoy to maximum return on investment.
During the final phase of the campaign, we achieved ROI of 156% and a conversion rate of 16%. This was testimony to the ongoing optimisations and success of the campaign over time.
Ads sat in a prominent position on the Google search results page, appearing above Superdrug and Lloyds Pharmacy for 50% and 35% of the time.