Auria by Namida Lab: A Four-Month Triumph
OBJECTIVE
In January 2023, Namida Lab introduced Auria®, an innovative at-home biological breast cancer screening test. The challenge was to create nationwide awareness, boost media engagement, and drive sales within a concise four-month timeline.
BACKGROUND
Auria® represented a groundbreaking product in the healthcare industry, enabling women to take control of their breast health conveniently. Despite a successful launch, Namida Lab aimed to elevate Auria's visibility and engagement on a national scale, targeting health-conscious individuals and women.
STRATEGY
Our strategy consisted of two key elements: leveraging media relations to secure coverage in top-tier publications and harnessing timely occasions like National Women's Health Week and Mother's Day for creative product pitching. This approach not only promoted Auria® as a product but also emphasized its significant contribution to women's health.
Execution
Tailored Messaging
Crafting a compelling pitch highlighting Auria's uniqueness and its inventor, Dr. Anna Daily. The pitch emphasized Auria's revolutionary nature and its specific relevance to women's health.
Strategic Timing
Developing a comprehensive media plan and timeline to ensure coordinated and timely outreach efforts.
Targeted Outreach
Identifying journalists and publications aligning with Auria's audience, ranging from scientific to women's health and lifestyle outlets.
Event Linkages
Capitalizing on occasions like Mother's Day and National Women's Health Week to pitch stories and product features that resonated with the target audience.
Results
Media Coverage
Secured 66 articles across various online and print media outlets.
Average Reach
Achieved a SimilarWeb average UVM (Unique Visitors per Month) of 1.19 million, showcasing the campaign's broad reach.
Total Reach
Attained a SimilarWeb total UVM of 78.7 million, indicating extensive exposure across all platforms featuring Auria®.
ROI
Secured media placements valued at approximately $727.97K, reflecting a substantial return on investment for the campaign.
66 Articles Published
1.19 Million Reach
78 Million UVM
$727k Media Value
Conclusion
This success story underscores the effectiveness of strategic communication, media engagement, and leveraging timely events in achieving exceptional results. It solidified Auria® by Namida Lab as a prominent player in women's health and demonstrated the power of purpose-driven communication in capturing a broad audience's attention and interest.