Case Study: IcleTest — Heath

Client

MWW

Industry

Health

Learn how we raised brand awareness by achieving over 100 million media impressions for IcleTest.

Challenge

To build trust and credibility of IcleTest products by utilising authority figures in the health space.

IcleTest is a brilliant product that detects invisible traces of blood in urine. Blood in urine could be signs of something serious, so early detection is key. But, persuading people to purchase test kits is a challenge, especially when they could get them done at a GP for free.

Solution

We worked with IcleTest over a two-year period to help build trust and credibility through earned media brand endorsements with Dr Hilary Jones MBE and paid advertising with Consultant Urologist and Honorary Senior Research Fellow, Keval Patel; and President of Kidney Cancer UK and cancer patient James Whale.

New to the market, we identified a challenge of credibility. We recognised that it wasn’t enough for people to know about IcleTest, they had to trust the brand. Especially considering it is a medical device. Through this two-pronged approach, we knew we could maximise conversion when flowing people through to the website.

That’s why we suggested a PR campaign leveraging endorsement from Dr. Hilary Jones MBE to provide 3rd party credibility, while also opening doors to national, large-scale reach, coverage opportunities.
We also produced videos for use on paid social platforms using Keval. It was important for the tone of the video to be warm and relaxed, not stuffy or clinical. After all, men take the test at home, not in a doctor's surgery. That’s why we chose a homely location, using cues and props to reassure people how easy and convenient it is to take a test.

And finally, we had to consider our message: educating people, but also creating an ad that people took notice of, became more aware of, and eventually bought the product!