Digital Agency Bench Media has been appointed by Genea Fertility, a leader in fertility services with clinics across Australia, to manage their digital media campaigns.
Bench has been tasked to raise targeted awareness of Genea, staying top of mind for those considering assisted fertility in order to continuously drive patient enquiries.
Bench Media VP of growth Anthony Fargeot said the agency is excited to welcome Genea Fertility to Bench.
“They are such an impressive company. They have been in operation since 1986 and have helped so many patients fulfill their family dreams. We are thrilled that they chose Bench as the digital agency to partner with,” he said.
Bench and Genea also partnered with Studio LDN to bring to life Genea’s brand proposition of cutting-edge science meets heartfelt care.
“We found that infertility can be a silent struggle. It was therefore important to position Genea as breaking this cycle of silence and destigmatising fertility challenges, creating a positive connection rooted in Genea’s focus on exceptional patient care and treatment outcomes” says James Sutton, Director & Founder at Studio LDN.
Fertility is a sensitive topic, which required some innovative strategies on the media side to effectively reach the desired audience.
“We did some really heavy work with contextual targeting and intent-driven keywords to capture fresh relevant audiences” says Ben Farnsworth, who drives strategic client partnerships at Bench.
“It was important to stay top-of-mind and to do so efficiently. Several studies have shown that favouring a multi-channel approach can lift brand recall from 12% to 25%. We therefore opted for a strategy including Audio, Video, Social, Search and Display. We also ensured that all channels were talking to one another, favouring a seamless customer journey, rather than operating in silos” continues Farnsworth.
The campaign, launched at the start of February, has already garnered over 2 million impressions and over 800,000 completed video views.
“Bench has been committed to forming an integrated partnership with Genea and have helped us flesh out a robust strategy. They have risen to the challenge and aimed to really understand our business in order to develop an integrated media strategy and plan that has many complexities. That includes building on brand awareness, being able to profile our doctors and services, but most of all, meeting the consumer where they are on their journey” says Tanya Rivera, General Manager, Marketing at Genea.
