YOConsumer Tech Brand Strategy
Total audience based on proactive media coverage
Increase in the number of engaged followers
Pieces of coverage in top tier publications in three months
Even though over 40 percent of infertility cases are due to a male factor, male infertility is often swept under the rug, making it difficult for products such as the new YO At-home sperm Test to gain widespread attention. Medical Electronic Systems, the parent company behind the smartphone-based fertility test, tapped March to identify and educate its target market, craft an emotive story that would resonate with them, and build holistic communication programs that would generate awareness and encourage purchases of the test by men and women interested in becoming parents.
Because YO was a start-up brand and needed messaging, media, and digital support, March developed a three-pronged approach which kicked off with a behavioral and quantitative research study to understand awareness, behaviors, and attitudes around fertility among men and women ages 25-45. With study insights in hand, March developed brand, media, and digital strategies as part of its integrated “From Me to We” campaign, which involved earned and paid media, digital and social advertising, and a paid influencer program.