Winner
Putting IVI on the Media Map
Summary of work
Thousands of couples each year seek help from private fertility clinics. IVI opened its doors in London around five years ago and, despite high levels of brand awareness in Spain, in 2020 it was still relatively unknown in the UK.
Our brief was to increase IVI’s media share of voice vs its major competitors and build trust in the IVI brand.
Our strategy was two-fold. Firstly, to identify and create media opportunities that IVI could own in the absence of the physical and reputational footprint of its key competitors, and secondly, to tap into the credible and influential online fertility community – a vital source of information and support for people struggling to conceive. We created the Language of Fertility movement to inspire honest, empowering conversations around fertility.
A stronglyexecuted programme delivered outstanding results. 77 articles in one year increased IVI’s share of voice by 1,600% – taking it from last to third in the overall rankings. An industry-first campaign to ‘call out’ the language used to describe fertility reached 7,753 Instagram accounts organically. New patients registering with IVI increased by 41%, and the number of IVF cycles IVI performed increased by 71%.
Judges’ comments
This entry from Mearns & Pike and IVI London showed the increase of a shared, collective voice, with clever language and tone that really struck a chord with the judges, elevating the submission above others in the category. It also involved solid implementation and the judges acknowledged that it was creative of the team to make a story out of a topic which has not been widely reported on.
