The DMN Awards (previously the Marketing&Tech Innovation Awards), honors digital-savvy campaigns, from ace marketing tech platforms, and from the superstar individuals finding ways to shine in this complex, ever-changing marketing landscape. Award winners for the 2017 DMN Awards will be announced in New York City on March 1st, 2017 preceding the DMN Connect event.
Hawthorne's Dexcom campaign centered on promotion of the Dexcom G5® Mobile, an innovative Type 1 diabetes monitoring device. Hawthorne was tasked with generating broader awareness of the device among diabetes patients, the medical care community, and caregivers. After review of medical literature and Dexcom's social media engagement, Hawthorne concluded a targeted strategy towards the family members of diabetes sufferers was the right approach.
Hawthorne identified Dexcom brand evangelists through review of social media channels, and developed video creative showcasing these individuals' style and passion for the product benefits. Hawthorne utilized a :60 spot for television to establish Dexcom's credibility with the medical care community and to strengthen brand recognition with the social users. This was paired with :15 and :30 digital video spots. The campaign improved Dexcom's average daily qualified leads by nearly 75% and markedly increased web traffic metrics.
"Our Dexcom campaign is a great example of our data-driven approach," said Chief Creative Officer, John Pucci. "We looked at medical data and social media engagement on the front end of the campaign, and then carefully reviewed website and conversion metrics on the back end. The campaigns leveraged user testimonials set against a clean white background, so the messaging could focus on the real-world benefits of the product. I'm proud of the team for achieving a finalist award and look forward to the DMN awards on March 1st."
Hawthorne is a creative, analytics and technology-driven advertising agency with nearly 30 years of proven excellence. It specializes in strategic planning, creative development, production, media planning, buying and analytics, and campaign management for integrated marketing campaigns. The agency combines persuasive brand messaging with best-in-class analytic systems to create accountable, high performance advertising campaigns. Hawthorne helps brands efficiently target their consumers, improve cost per acquisition, optimize the lifetime value of customers, and drive consumer response to key retail outlets or corporate locations.
The company offers a full suite of integrated creative, media, digital and mobile services, including award-winning campaigns for countless Fortune 500 brands. Hawthorne maintains brand integrity and metrics to efficiently and effectively optimize the results of its clients' integrated media budgets via leading edge and proven data analytics. Please visit www.hawthornedirect.com and http://www.linkedin.com/company/hawthorne-direct for more information.
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