MULTI-STAGE, GLOBAL CAMPAIGN FOR CARL ZEISS MEDITEC
Medical professionals around the world have relied on the innovative strength and forward-looking technologies of Carl Zeiss Meditec AG for decades. With the multi-stage campaign launched in April 2021, the specialist in visualization systems once again lived up to its reputation as the "Partner of Choice," convincing surgeons worldwide through target-group-centric content.
All content pieces were cleverly derived from extensive interviews with renowned spine specialists, and tailored to match the campaign flow. As a result, the target group has received value-driven content at every messaging step - not only through high-impact testimonial videos, but also through download assets such as interview articles and best-practice reports.
The campaign concluded with a playful, interactive tool designed to help users discover and learn about the products effortlessly.
All content pieces were cleverly derived from extensive interviews with renowned spine specialists, and tailored to match the campaign flow. As a result, the target group has received value-driven content at every messaging step - not only through high-impact testimonial videos, but also through download assets such as interview articles and best-practice reports.
The campaign concluded with a playful, interactive tool designed to help users discover and learn about the products effortlessly.
Through this consistently target group-oriented approach, Carl Zeiss Meditec's Spine Campaign 2021 not only generated awareness, but also encouraged users to continuously engage with the diverse on-site content and product solutions. This has also been reflected in the KPIs: right from the start of the campaign, the multi-channel promotion exceeded performance benchmarks.
My responsibilities included consulting, concept development, creation of messaging, copywriting and content creation, as well as overall campaign management.
My responsibilities included consulting, concept development, creation of messaging, copywriting and content creation, as well as overall campaign management.