In Indonesia, a healthy lifestyle has become one of the positive trends embraced by people from various backgrounds. This is a good first step in building a healthier Indonesia, which will ultimately have a positive impact on the nation’s productivity. One crucial aspect of a healthy lifestyle is maintaining heart health.
As a vital organ, the heart functions to pump blood throughout the body. It plays a significant role in human survival. However, many people tend to neglect heart health and only start paying attention when they experience cardiovascular disorders or heart disease. This reality highlights low public awareness of heart health, which in turn increases the risk of serious illnesses in the future.
According to the World Health Organization (WHO), heart disease or cardiovascular disease is the leading cause of death worldwide, particularly among individuals aged 30 to 60 years, including Millennials and Generation X. This is a serious concern, considering that a large portion of the productive population falls within this age range and is affected by these diseases.
Recognizing this issue, Novo Nordisk, a pharmaceutical company from Denmark, aims to raise public awareness about the importance of maintaining heart health. This message was delivered in conjunction with the celebration of World Heart Day on September 27, 2024.
How Did Novo Nordisk Effectively Deliver This Message?
What strategies did Novo Nordisk implement to reach a broad audience and effectively increase awareness about heart health? Read this article to the end to find out how the campaign was executed and gain valuable insights that can benefit your business development or professional career.
About Novo Nordisk
Novo Nordisk is a pharmaceutical company from Denmark. Founded in 1923, the company focuses on treating chronic diseases such as diabetes, obesity, and cardiovascular diseases. As one of the largest pharmaceutical companies in the world, Novo Nordisk is committed to improving global health through various medical innovations and healthcare technologies. Additionally, Novo Nordisk actively provides education through social media campaigns and real-world community actions.
Background of the Campaign
In celebration of World Heart Day, Novo Nordisk saw this as the perfect moment to educate the public about the importance of heart health. Through this campaign, Novo Nordisk hopes that the Indonesian public will gain a better understanding of the importance of maintaining heart health from an early age.
To ensure this campaign reaches the right audience and receives a positive response from the public, Novo Nordisk partnered with IDEOWORKS, Indonesia’s top marketing agency, to design and execute an effective campaign strategy.
What We Do
To develop effective strategies and campaigns that align with Novo Nordisk’s goals, IDEOWORKS carried out the following steps:
Target Audience Analysis
One of the key aspects of a successful campaign is identifying the right target audience. In this campaign, Novo Nordisk focused on Millennials and Generation X, specifically those aged 30 to 60 years.
According to Databoks, Millennials are already quite familiar with heart rate monitoring tools and technology, such as smartwatches.
To further refine the target audience, Novo Nordisk wanted to focus on individuals who are interested in health, a healthy lifestyle, health trends, and innovations. Additionally, the campaign targeted those who are active on social media and follow health-related influencers.
Beyond demographic interests, IDEOWORKS also analyzed the behavior of the target audience, specifically those exposed to high-cholesterol foods (fried food), alcohol, pollution, and sugar consumption—factors that increase the risk of various diseases, including obesity, hypertension, and heart disease.
Communication Strategy Analysis
Heart health issues are often explained using complex medical terms, making them difficult for the general public to understand. Recognizing this challenge, IDEOWORKS conducted research to determine the most effective communication techniques that would deliver clear messaging and create a significant impact.
IDEOWORKS analyzed various platforms and influencers that discuss heart health. Based on the findings, it was concluded that a casual communication style with simple, easy-to-understand language resonates better with the audience. Additionally, using daily-life analogies significantly attracts attention and enhances message retention.
As a result, this campaign will be launched using a communication strategy tailored to audience preferences.
Campaign Idea
Based on the data and analysis, IDEOWORKS developed the campaign #JaJanBareng, which stands for “Jaga Jantung Bareng” (Take Care of Your Heart Together).
This campaign uses familiar and easy-to-understand language while incorporating a clear call to action, urging people to actively protect their heart health together, aligning with the campaign’s objectives.
Campaign Execution
To ensure this campaign reaches a wide audience, IDEOWORKS implemented the following strategies :
- Crafting Social Media Content & Amplifying with Ads
According to Statista data, 67.1% of the global population has used social media. This indicates that social media optimization is a highly effective strategy for reaching a wide audience.
In this campaign, the content delivered focuses on educating the audience on tangible actions to maintain heart health. To enhance credibility, Novo Nordisk also featured cardiovascular specialists who provided medical advice in simple and easy-to-understand language.
Additionally, Novo Nordisk educates the audience that around 80% of heart diseases can be prevented through a healthy lifestyle, including maintaining a balanced diet and managing weight
To strengthen the campaign’s reach, IDEOWORKS also utilized targeted ads aimed at specific audiences based on prior analysis. These ads help increase exposure and ensure the message reaches the right audience.
- Collaboration with KOLs and Influencers
To expand its reach, Novo Nordisk also collaborated with the right KOLs. The selection of KOLs was tailored to match the target audience.
Based on research findings, Ardo Sebastian and Bapak2id were identified as two media platforms with similar audiences to Novo Nordisk. Both also have a casual yet educational communication style.
Through this collaboration, Novo Nordisk was able to reach a broader audience segment and build a stronger emotional connection with its audience.
Result
After optimizing the execution of the #JaJanBareng campaign, here are the results achieved:
By optimizing social media, boosting content with ads, and collaborating with KOLs, Novo Nordisk successfully gained a total of 7.6 million impressions and 444 thousand engagements.
Based on the data above, it can be concluded that this campaign successfully reached 6.4 million audiences and effectively increased awareness about the importance of maintaining heart health.
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