Forward implements data-driven campaign for "Heart2Heart".
Forward promotes the new English-language service of the Offered Hand "Heart2Heart" with a digital campaign. The data-driven approach is intended to enable the target group to be addressed precisely with messages based on their search behavior.
The Dargebotene Hand is a contact point in Switzerland and the Principality of Liechtenstein for people in crisis. By calling 143, but also by chat or e-mail, people seeking help can reach qualified volunteers for a helping and supportive conversation. An English-language service, "Heart2Heart," has also been available since January 1, 2023.
Forward has taken on the task of bringing this new service closer to English-speaking people in Switzerland with an acute need for help. The data-driven campaign developed for this purpose combines several targeting techniques.
A selection of international websites combined with language targeting determines the appropriate advertising media. Geo-targeting focuses the campaign on the cantons of Zurich and Zug, as well as the greater Geneva area - regions with an above-average proportion of English speakers.
Keyword targeting is at the heart of the campaign. In close coordination with Dargebotene Hand, the Forward team identified two clusters of frequently searched terms. One cluster is made up of mental health problems, such as anxiety, burnout and suicidal thoughts. The life problems cluster includes, for example, loneliness, debt, and death.
The messages in the ads match the previous Google search. Together, these targeting techniques are designed to ensure that help-seekers on English-language media see ads that precisely address their specific concern.
Forward's Programmatic Trading team will analyze and optimize interaction rates and keywords during the campaign. The goal is maximum efficiency by minimizing wastage.
Responsible at Dargebotene Hand: Matthias Herren (Managing Director). Responsible at Forward: Andrea Kloter, Sarah Blatter, Sonam Wieland.