Medtronic asks what it would be like to live to 150
How Collective Measures positioned Medtronic as the voice of innovation among health-conscious, tech-savvy consumers.
Case Study Snapshot
Client: Medtronic
Industry: Healthcare
Business Challenge: Brand awareness
The Challenge
What if you could live to the age of 150? AI and healthcare breakthroughs are redefining human longevity. Medtronic sought to explain what that will mean for humankind.
Strategy
To be a thought leader in longevity and AI-powered innovation, Medtronic needed to build a reputation with those who don’t currently need their medical products.
- A rigidly defined audience was targeted to eliminate waste and effectively achieve awareness and engagement goals
- Using an earned-first approach in partnership with Medtronic’s creative and PR partners, the campaign leveraged digital platforms, including social media, connected TV, influencers, and custom content with The New York Times, to maximize visibility and engagement
- Amplified executive thought leadership, a partnership with Adam Savage of MythBusters, and an experiential component were also incorporated to demonstrate expertise
Proof
The campaign exceeded goals and outperformed benchmarks.
Increase in corporate familiarity
Lift in aided awareness, 6 pt lift in unaided awareness
Of targeted audience reached with 30x reach-frequency
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