Forth © launched in 2016 with a simple vision: to help people improve their health by understanding their body’s own biochemistry. As a female-led company, they were determined to tackle the shortcomings in women’s health by putting scientific data into their hands to help close the gender health gap.
They identified a core customer base of women aged 40-50 who think they might have started the perimenopause and want to check their hormones to gain certainty. Forth © innovative hormone mapping product MyFORM ® is a first of its kind, enabling women to map their hormones across their entire menstrual cycle rather than a single day. For the very first time, women have a hormone blood test that can help them identify if their symptoms are due to perimenopause.
Forth wanted to raise awareness of their MYFORM® female hormone mapping blood test among these women and educate them on the benefits. They were searching for a media partner who could provide scale to spread the word and trusted environments to boost the brand’s credentials.
Idea and Implementation
Forth identified ITV as the ideal platform that offered unrivalled reach among their core audience and the premium programming that would help increase the brand’s trust and ultimately deliver on their commercial objectives.
They embarked on a trial campaign in the Westcountry region, which enabled them to cost-effectively reach their audience and test-and-learn to establish the uplifts that were driven by the activity in the region.
Their campaign lived on ITV Main Channel which allowed them to access the soaps and daytime programmes, environments that performed well for their audience and aligned greatly with the message of the activity.
With the support of ITV’s Business For All initiative, Forth were able to ensure that they maximised the campaign’s impact, striking a balance across all dayparts to achieve optimum scale and efficient frequency.
As a result, sales for MyFORM increased by 84%.
18% uplift in total website traffic
80% Traffic from direct increased by 80% with revenue from this channel increasing by 56%
1,174% Sessions to the MyFORM product page increased 1,174%
By working with ITV and being part of their Business For All initiative we were able to launch our first DR response campaign in key, prime time slots such as Coronation Street and Emmerdale. This meant that we reached a wide audience of women who may be struggling with perimenopause symptoms and wanted to find answers to end the uncertainty. We will continue to build on the learning from our first campaign and look forward to working with ITV in future to deepen our engagement with this key audience.Louise Balmforth, Head of Marketing, Forth