ResMed Air Mini landing page

Launching a new health product for digital audiences

Experience: Engagement and acquisition, Motion and immersive content

Manifesto helped ResMed (NYSE:RMD) launch a new ultra-portable CPAP device for treating sleep apnea in EMEA, with a digital campaign making use of authentic and engaging content and precision-targeted advertising to generate huge interest and smash sales targets.

 

Raising product awareness and driving traffic

ResMed is the global leader in diagnosing, monitoring and treating sleep apnea and other chronic sleep disorders,helping remotely monitor over 2 million patients via their patient-connected medical devices every day. To launch the AirMini™, a small, sleek and ultra-portable CPAP device for treating sleep apnea, ResMed needed help devising and executing a digital strategy for EMEA, which would raise product awareness and drive traffic to their ecommerce channels.

Devising and executing a digital campaign strategy

Manifesto worked with the team at ResMed to understand the key audiences and objectives for the company’s first campaign marketing devices directly to customers. We then produced authentic, relatable motion content to support the campaign by enlisting the help of real people with sleep apnea who provided video diaries of their experiences with the AirMini; designed and built a campaign microsite to showcase the product and provide help with making a purchase; and executed the acquisition campaign for the German market using Facebook ads and the Google Display Network.

 

Engaged audiences and double the target sales

The campaign delivered 5,993,763 impressions, more than two and a half times the initial estimate. In the post-launch phase the campaign delivered 19,954 clicks, more than double the forecast. ResMed’s web traffic increased to over three times the normal amount during the campaign. Sales were also said to be performing at twice the expected rate, with a month’s worth of forecast sales in two weeks.

 

How this helps us on your project

As a full-service agency we’re able to handle all aspects of your digital campaign, from designing customer journeys and acquisition strategies through to digital design, build and content creation. We’ll work with you to fully understand your audiences and business goals to ensure you achieve the maximum ROI from your campaign.

6m

impressions

20k

clicks

2x

forecast sales

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