2 min read

HOW DID DEXCOM REACH ESTONIAN DIABETES COMMUNITY AND DECISION-MAKERS THROUGH THE STORIES OF LOCAL BRAND AMBASSADORS?

Around 200 people in Estonia are diagnosed with type 1 diabetes each year. There is no cure for the disease, but modern medical technology, such as continuous glucose monitors, can help to manage it better and prevent long-term complications more effectively. Diabetes has attracted a lot of media attention, so our biggest challenge was how to bring a fresh angle to the much-talked-about disease.

3-in-1 objective

In September 2021, we helped Dexcom, Inc., the world’s leading sensor technology company, to launch its brand-new product, Dexcom ONE, in Estonia. As a health product, it was essential to demonstrate the reliability of the new product. At the same time, we needed to raise awareness of sensor technology in general and to increase understanding of it as the preferred standard for diabetes treatment.

In the campaign’s first phase, we targeted people with type 1 diabetes, estimated at around 7,000 in Estonia. Our government relations team provided support to enable national reimbursement for Contiuous Glucose Monitoring (CGM) for people with type 1 diabetes in Estonia.

How to reach both the community and decision-makers?

From a strategic perspective, it was crucial to find the stories and the people who could be able to connect with the diabetes community and show decision-makers the quality leap that sensor technology would bring to the lives of people with diabetes.

We brought together seven outstanding people willing to share their diabetes stories. We selected influencers who would speak to different market segments: actors, athletes, and lifestyle bloggers. Through them, we wanted to show that diabetes is not a reason to give up your dreams.

Media coverage: talking to actors, sports stars and lifestyle bloggers alike

At the same time, the Government Relations team worked to develop cooperation between different stakeholders. We organised meetings with stakeholders, both in government and in the wider health system. This included discussions with the Ministry of Social Affairs, the Health Insurance Fund, the Estonian Children and Young People’s Diabetes Association and many others.

Tactics

Bringing real-life stories to the media to raise awareness in the community and broader society;
Focus on moments that matter to our influencers by asking them to share their everyday diabetes moments on social media;
Be where the target audience is. We identified diabetes groups on Facebook that bring together a significant part of our target audience. In addition, we worked actively with patient organisations.

Almost a quarter of the target group started using the product in the first months

Through real-life stories, we raised awareness of diabetes and the needs of patients to make technology that can significantly improve their quality of life more accessible in Estonia. We reached hundreds of thousands of people by averaging weekly media coverage over six months, including two “Ringvaate” and one “Õhtu” broadcast.

A total of 29 earned media stories appeared during the campaign, 9 of which were exclusive stories of Dexcom Warriors. Posts made by or related to the influencers on social media garnered over 125K impressions and engaged nearly 2000 people. As of 1 January 2022, Dexcom ONE is reimbursed by the Estonian Health Insurance Fund for people with type 1 diabetes. An estimated quarter of the target group has already started using the product in the first months.

As a result of the meetings and discussions, we established new links between institutions, agencies and NGOs, which will continue to allow for ways to engage and cooperate in the future. As a result of the negotiations, we reached an agreement whereby DEXTOM ONE will be reimbursed by the Health Insurance Fund for people with type 1 diabetes from 1 January 2022. It is estimated that a quarter of the target group has already started using the product within the first months.

Actor Priit Pius shares his diabetes story and compensation message in the “Ringvaate” studio (20.01.22)

RESULTS

free media coverage

prime-time TV show

over 1.4 MLN

reach through social media

exclusive stories with influencers

over 125K

views in social media

2000+

engagement in social media

Meta team

Andreas Kaju Managing Partner

Rainer Laurits Partner and Team Lead

Cairit Rebane Senior consultant

2 min read

How did Ivo Nikkolo’s rebranding on social media reach 1.3 million people?

Iconic Estonian clothing brand Ivo Nikkolo required a makeover. The revamp didn’t just mean a change in clothing design and logo, but an overall shift in image and target audience. How could we reach a younger target group with a brand that has so far predominantly appealed to older, above-average income women? How can we make the rebranding really work? So that ‘youthfulness’ is not just an adjective, but permeates the whole brand communication language?

We weren’t talking about the clothes. We were talking about the women who wear them. We reached 1.3 million people through thoughtful communication and creative solutions on social media.

The challenge

Communicate the renewed Ivo Nikkolo brand to a younger target audience while maintaining the brand’s refined communication language.

Media coverage (Eesti Päevaleht)

Targets

Reach a younger target group of women aged 21-45 with the relaunched Ivo Nikkolo brand.
Convey the message that Ivo Nikkolo is not just a clothing brand but it tells the success stories of the women who wear them.
Pass on the message: successful women wear Ivo Nikkolo.
Talk about a renewed brand while using Ivo Nikkolo’s history as one of its strengths.

KPI: Reach and engagement with younger audiences.

“How to really make rebranding work?”

Target audience

Women 21-45 by age;
an ambitious career woman working in marketing, HR or a technology company;
a woman who wants to look well-groomed, but not overdone.

Photo: Erlend Štaub

Strategy and creative solution

We included four women with completely different profiles who spoke to various segments, told their life stories and shared their life lessons. These were young women who have made successful careers, mainly in the start-up field. They weren’t just influencers but women who best carried the Ivo Nikkolo brand message.

“They weren’t just influencers. They were the women who best carried the Ivo Nikkolo brand message.”

We organised a photo shoot and video filming with them, where they talked about their career stories and life lessons. We used the pictures and videos on Ivo Nikkolo’s social media channels, blog and newsletters to clients. All four women were also interviewed in various mainstream media publications. These stories used pictures of Ivo Nikkolo and referred to Ivo Nikkolo’s participation in the campaign.

Message

Ivo Nikkolo is a women’s fashion brand that creates fashionable, high-quality clothing and accessories while empowering the women who wear them through fashion.

Results

As a result, we reached more than 1.3 million people on social media and 914 500 people on traditional media, 63.1% of whom were women aged 21-34 and 35-44.

7500

new followers on social media

1.3 million

people noticed the campaign on social media

over 70 000

reads on blog posts and in the newsletter

earned coverages in media

914 500

persons reached via media coverages

63,1%

of brand followers were from a new demographic background

2 min read

How Tele2 cancelled its gorgeous Christmas campaign

Christmas is a time when companies spend money on in-house gifts and big shopping campaigns. But what happens if you call off the Christmas campaign entirely and donate the money to charity? Tele2 carried out such a bold act last Christmas and donated 55,000 euros to nurses and caregivers.

The company’s challenge was to show that a big company’s Christmas campaign can have a greater impact within the company and society in general. In addition to their own donations, which Tele2 made on behalf of their customers, Tele2 also opened donation lines for the Christmas period and distributed special coffee cups to healthcare professionals to grab free coffee from Olerex gas station stores. They also helped reduce the 1247 helpline team workload.

How can your brand stand out, and even grow, among so many others in all the hustle and bustle of Christmas?

GOALS

To fasten Tele2’s brand image as a challenger and emphasize the core values of the company (courage, care, passion and trust) both in internal communication and in the media. To grow the attractiveness of the brand through a positive campaign.
To encourage people to think about those who have played a crucial daily role in the health crisis but have not been noticed enough. The aim was not just to donate an amount to nurses and caregivers, but to encourage people to think about their role and to support them in every way possible. To raise extra money with a campaign to support nurses
To connect Tele2’s employees with each other and with a CSR campaign in internal communication, so that the values are not just words on a wall, but are integral to the company’s daily activities, and that employees really feel their employer cares about and contributes to society.

“To connect Tele2’s employees with each other and with a CSR campaign in internal communication, so that the values are not just words on a wall, but are integral to the company’s daily activities.”

Tele2 Marketing Director Ines Estrin went to help on the 1247 support line (Author: Markus Mikk)

STRATEGY

In the strategy, the creation of two separate strands (general media and company’s own channels) was crucial. Both were supported by a strong messaging strategy and communication plan.

In the general media we wanted to draw attention to the day-to-day challenges facing nurses and caregivers – fatigue, exhaustion, lack of time, and mental health. We communicated the PAI campaign and its most significant donation, 55,000 euros, to the general media. We also emphasized the values of Tele2 to the general media and called on people to donate.

In internal communication, the main emphasis was on reaching Tele2’s employees and involving them in charity projects.

The Tele2 campaign started on December 6, 2021. In addition to PR, both digital and social media, outdoor media, and live broadcasting on company channels were used to spread the integrated campaign.

CREATIVE AND INNOVATIVE APPROACHES

Christmas is a time of giving, doing good deeds, and sharing a joy. However, this period is often stressful and nerve-wracking, as time is running out and gifts often squeeze your wallet. With Tele2, however, we were able to reduce the tumult and buzz around gift-giving, and instead made donations on behalf of all our customers. All this fastened and strengthened the nature of the Tele2 brand as a challenger; fighting against mainstream Christmas campaigns of a consumer society.

“All this fastened and strengthened the nature of the Tele2 brand as a challenger; fighting against mainstream Christmas campaigns of a consumer society.”

PARTNERS

We are grateful to Tele2’s wonderful cooperation partners: PAI initiative, Not Perfect Tallinn, Mediabroker, VAAS, and Tele2’s marketing and communication team: Eveli Paalberg and Tiina-Mall Vannastu.