Presentation for Klick Health and their client, Bexsero.

1. 1
BEXSERO
CASE STUDY
Nick Rayner

2. CAMPAIGN
INSIGHTS

3. 01 RAISE BRAND AWARENESS
The primary goal is to raise awareness of both Meningitis B, but
also the Bexsero vaccination that prevents it.
02 TRAFFIC TO WEBSITE
We want to inspire people to learn more about both the disease
and vaccine, drawing them in with emotional content to build a
community engaged with our platforms.
03 EDUCATE TWO AUDIENCES
We want to educate and enlighten two separate groups:
physicians to recommend the vaccine to patients, and parents
who have children most affected by the condition.
3
CAMPAIGN
GOALS
A Brief Overview of What we
Want to Achieve

4. 4
OWN A SMARTPHONE 86%
AUDIENCE INSIGHTS:
PARENTS
• Desire for Emotional Storytelling
• Hungry for Video Content
• Adverse to Advertisements
• Consume Long-Form Content if Compelled
• Online-Community Oriented

5. 5
AUDIENCE INSIGHTS:
PHYSICIANS
• Mobile-First
• Content-Friendly
• Averse to “Sales” Talk
• Socially Driven
• Cannot be Spoken Down To
PROFESSIONAL TIME ONLINE 73%

6. VIDEO IS KING
Video is currently the content format that drives
the most engagement and is the most valuable
long-term creative asset,
TRUST IN COMMUNITY
Building a strong and reciprocal community is
the strongest and most unique aspect of social
marketing.
PAID MEDIA IS ESSENTIAL
The best way to use your content and to grow
your community is to put money behind it;
reliance on organic reach is a poor strategy.
OPTIMIZE ALWAYS
By utilizing all the previous tactics, we can
refine and optimize all paid campaigns to
maximize engagements and awareness.
SOCIAL
MEDIA
INSIGHTS
These Will Inform Our
Behavior in the Social Space

7. 7
You have enough to worry
about without suspecting every
cough and headache.
CAMPAIGN THEME
ACT FAST NOW
WORRY LESS LATER

8. CAMPAIGN
OVERVIEW

9. 9
FACEBOOK
Facebook will be the primary platform for our content
due to the paid and organic reach it can achieve, the
in-depth analytics, and the targeting options.
PINTEREST
Pinterest is a fantastic outlet for the consumer
segment of moms, and our highly-visual content will
find a fast home on there. It’s also great at driving
traffic to the site.
TWITTER + LINKEDIN
We intend to use Twitter primarily for exposure and
audience engagement as the campaigns progress,
but not putting any money behind it.
PRIMARY
SOCIAL
MEDIA
PLATFORMS
These Will be the Primary
Social Awareness Drivers
INSTAGRAM
Instagram is a leading platform for video and is widely
used by our consumer target market. It also works
spectacular in tandem with Facebook for raising
impressions.

10. 10
SOCIAL MEDIA
ECOSYSTEM
The primary goal of the social content is to
generate awareness, and the secondary
goal is to drive traffic to the website.
Facebook, Instagram, and Pinterest will be
driving the primary and secondary KPIs.
YouTube exists mainly as a content
repository for awareness, and Twitter –
while connected to the site – will primarily
deal with community engagement and
interaction.

11. 11
VIDEO IMAGE BLOG
CHOSEN
CONTENT
AND
PILLARS
This is an Outline of the Types of
Content we will Use, and Why.
Pillar:
Personal, emotionally driven
stories about Meningitis B.
Bedrock Content:
Interview series about the
vaccine, meningitis b, and why
people should be armed with
knowledge.
Pillar:
Short and actionable tips
about meningitis b that can
be easily shared.
Bedrock Content:
Informational
image/infographic series
tied to blogs.
Pillar:
In-depth long-form resource on
how to deal with the condition
on a practical level.
Bedrock Content:
Articles written by doctors filled
with actionable takeaways.

12. 12
Video Series 2:
STORIES
These video series’ will be the primary entry points
for our two audiences, with Series 3 appealing
mainly to parents and physicians, Series 2 appealing
to parents, and Series 1 appealing to physicians and
parents.
Compelling Storytelling in
Unique Packaging
Video Series 3:
VACCINES
Video Series 1:
LONG-FORM HERO

13. 13
Blogs And
Articles
Topics include:
• Why does Meningitis B Affect Children
• Warning Signs for Meningitis
• Causes of Meningitis
• What to Do if Affected by Meningitis
• Living your Best Life with Meningitis B
• The Vaccine Explained
Detailed, Robust Resources
for People who Want To Know
More

14. 14
Images And
Infographics
This is the secondary content to deliver additional
information in a different format to attract those who don’t
care for video, those who want to easily grasp the
concept within moments. Many find it easier to share
images than video, and they’re designed to bring people
to the site for more detailed articles.
Summarized from Blogs and
Other Resources

15. 15
Branded
Content
Partnership To raise awareness significantly from the beginning, I
propose a branded partnership with Lysol Wipes with the
theme of stopping the transfer of Meningitis B between
children by disinfecting toys and what they put in their
mouths. This will boost our content and direct people to
our website.
Partnership with Lysol Wipes to
Keep Toys Clean

16. 16
Awareness on Platforms
Easily Consumable Blogs
In-Depth Education
VIDEO CONTENT
(SERIES + HERO)
IMAGES +
INFOGRAPHICS
BLOGS / ARTICLES
OWNED CONTENT FUNNEL

17. 17
1 Long Video
Broken into 4
HERO VIDEOS
Educational, Product Related
Deeper Content
Built from Video
BLOGS AND ARTICLES
Educational, Lifestyle
Repurposed from
Blogs
IMAGES + INFOGRAPHICS
Educational, Lifestyle
Making Hero Videos
Personal
SERIES VIDEOS
Inspirational, Educational, Lifestyle
OWNED CONTENT PILLARS BREAKDOWN

18. EXECUTIONAL
OVERVIEW

19. 19
ENGAGE
The most important part of
community management is to
engage not only with the
community, but influencers of
any size outside of your space
to establish authority and trust.
Respond, respond, respond.
BE APPROACHABLE
The language we ought to use for
this brand moving forward is
approachable, friendly, and
welcoming. We want to avoid being
too analytical with everyday
communications, and reserve that
for blogs or interactions with medical
professionals.
HAVE ANSWERS
Whenever possible don’t direct
people off of the platform and
have answers ready. If
required, have someone
internally responsible for
answering questions ASAP.
BRAND
COMMUNITY
STYLE
GUIDE

20. 20
AD FORMATS
EXPLORED
INSTASTORIES
Video asset on Instagram driving to
website. Highly engaging, full-screen,
great for video and visual storytelling.
PROMOTED PINS
Autoplay video ad formats +
imaged promoted pins. Ideal for
promoting health-related images
and videos.
PARTNERSHIP
Facebook, Instagram, and
Instastories. Content coming from
brand partner, and they are
promoting our content.
PROMOTED POSTS
Feed only, video promoted posts, image
promoted posts. Video will be standalone
awareness assets, but also drive to site.

21. 21
TARGETING AUDIENCES
We can target parents and physicians uniquely with our top level content to drive immediate awareness. The
targeting will be based on age, family type, occupation, and interests.
CAMPAIGN OPTIMIZATION
With the variety of content across top awareness-driving platforms for our audience, we can alter the paid
campaigns based on the response and engagement we receive.
KPIs + MEASUREMENT
The principal KPIs for this campaign will be website traffic, engagements, and most immediately impressions with a
lowered CPM.
TACTICS + TARGETING
DATA COLLECTION + RETARGETING
After initially building our community with top-of-funnel content and employing a brand lift study, we can retarget those
same audiences with additional content. Using those established groups, we can deliver lower-level content.

22. 22
Community Management
Media Spend
BUDGET BREAKDOWN
Budget Services Cost Unit Total
Content
Hero video $ 10,000.00 4 $40,000.00
Video Series 1 $5,000.00 12 $60,000.00
Video Series 2 $5,000.00 12 $60,000.00
Blogs/ Misc $500.00 24 $12,000.00
Branded Partnership $200,000.00 1 $200,000.00
Community
Management
Community Management $200.00 12 $2,400.00
Client Services $1,000.00 12 $12,000.00
Copy writing $500.00 12 $ 6,000.00
Media (FY budget
allocation)
Facebook & Instagram $1,072,000.00 1 $938,666.72
Instagram Stories $152,000.00 1 $280,000.00
Pinterst $272,000.00 1 $272,000.00
Total $1,883,066.72

23. 23
CONTENT LAUNCH CALENDAR
Quarter Month
Hero
Content
VS 1 VS2 Blogs/Misc Partnership
Q4
Oct 1 1 1 2 2
Nov 1 1 2
Dec 1 1 2
Q1
Jan 1 1 1 2 2
Feb 1 1 2
Mar 1 1 2
Q2
Apr 1 1 1 2 2
May 1 1 2
Jun 1 1 2
Q3
Jul 1 1 1 2 2
Aug 1 1 2
Sep 1 1 2
Total 4 12 12 24 8

24. 24
CONTENT LAUNCH CALENDAR
Platform FY- Media
Number
of post
FY
Budget Per
Post
Flight duration Total Media Spend
Facebook/
Instagram
Hero Content with BLS 4 $90,000.00 6 weeks at the start of each new Quarter per video $360,000.00
VS 1 12 $8,000.00 4 weeks in tandem with VS2 per video $96,000.00
VS 2 12 $8,000.00 4 weeks in tandem with VS1 per video $96,000.00
Blogs/ Misc 24 $5,000.00 2/ month, each with 2 week flight $120,000.00
Branded Content Partnership (Bexsero) 8 $16,666.67 2/ quarter, running for 2 months in tandem $133,333.36
Branded Content Partnership (Partner) 8 $16,666.67 2/ quarter, running for 2 months in tandem $133,333.36
InstaStories
Hero Content 4 $20,000.00 6 weeks at the start of each new Quarter per video $80,000.00
VS 1 12 $3,000.00 4 weeks in tandem with VS2 per video $36,000.00
VS 2 12 $3,000.00 4 weeks in tandem with VS1 per video $36,000.00
Branded Content Partnership (Bexsero) 8 $8,000.00 2/ quarter, running for 2 months in tandem $64,000.00
Branded Content Partnership (Partner) 8 $8,000.00 2/ quarter, running for 2 months in tandem $64,000.00
Pinterest
Hero Content 4 $20,000.00 6 weeks at the start of each new Quarter per video $80,000.00
VS 1 12 $5,000.00 4 weeks in tandem with VS2 per video $60,000.00
VS 2 12 $5,000.00 4 weeks in tandem with VS1 per video $ 60,000.00
Blogs/ Misc 24 $3,000.00 2/ month, each with 2 week flight $72,000.00
Sub total
Facebook/ Instagram $938,666.72
InstaStories $280,000.00
Pinterest $272,000.00
Total $1,490,666.72

25. CONTENT
MOCKUPS

26. 26
IMAGE
MOCKUP
1080 X 1080
Preferred.
MINIMAL TEXT
LINKS TO BLOG
OR PAGE

27. 27
VIDEO
MOCKUP
Native Video Player
Upload When
Possible
Can also drive traffic to
site to “learn more”
when promoted.

28. Q & A