2018 Silver Best use of search

Agency: Fresh Egg

Client: NHS

Campaign name: The London Digital Mental Wellbeing Service (Good Thinking)

Campaign overview

Giving a voice to the life stories, experiences and emotions of Londoners

The brief

The challenge was to identify and understand the online behaviour and motivations of Londoners aged 18-45, in regards to their mental wellbeing and to translate those insights into a campaign to support the launch of the new Good Thinking service from the NHS

Strategy

This work coalesced around a microtargeted PPC campaign with a strategy founded on a ground-breaking approach for the NHS.

Of the one million people in London to experience poor mental health each week, 60% will not receive any support for their mental wellbeing.

The quest to self-diagnose via the internet gave a varying standard of advice for issues around sleep, anxiety, depression and stress.

There was a need for a clinically-approved voice from the NHS to help people reach the right support.

The project commenced with extensive qualitative research to better understand the mental wellbeing of Londoners aged 18-45.

The research used a combination of empathy and CX journey mapping, COM-B behavioural analysis, social
listening and keyword research to uncover real conversations, trends and patterns of behaviour.

The conclusions of the research provided a wealth of information into the life stories, experiences and emotions of Londoners.

Creativity

The CX research uncovered exactly what people were searching for and which websites they were finding at different stages of their journey.

For example, as part of the research into ‘trouble sleeping’, it was discovered that popular search terms for people in the ‘aware’ stage were ‘can’t sleep’ ‘who has sleep problems?’ and ‘are sleep problems common?’, and the top sources were Google, Health.com and Sleepio.

The focus became fixed on creating key ‘moments of truth’ that were then fed into the development of the paid search strategy and beyond.

Specific user needs; personalised content to allow for filtering and enabled user choice; and a trusted 24/7 resource, or rather the new service as an authoritative voice available 24/7 to reflect user needs.

Results

The integration of data to inform the service, the solution (the Good Thinking website) and its promotion through paid search has been heralded as groundbreaking by the NHS.

Groundbreaking because it not only opened their eyes to the possibilities of how this model can be applied to other areas of healthcare but also due to its cost efficiency when compared to the high outlay and low accountability of a broadcast strategy.

The micro-targeted keyword strategy via AdWords delivered 23,585 clicks, with a clickthrough rate of 4.8% at a blended CPC of £0.41.

Considering that each and every click could have changed the path of many users’ wellbeing journeys and helped to take pressure away from physical NHS resources, this was a strong result.

It is estimated that for sleep issues alone the service could make savings of over £17million in the next 12 months.

Team

Fresh Egg - David Somerville, Strategy Director - David Sewell, Strategy Director - Sarah Leach, Client Services Director - Karl Twort, Project Manager - Michael Gray, Senior Biddable Media Adviser - Julian Erbsloeh, Head of Analytics

Contributors

Mindwave Venture and Public Health England