Bench Media has been appointed to manage digital media campaigns for Australian fertility services clinic, Genea Fertility.
The independent digital agency will work on raising targeted awareness of Genea, staying top of mind for those considering assisted fertility in order to continuously drive patient enquiries.
In adland, Genea is best known for the 2021 Where Babies Come From campaign with creative agency CHEP Network, which included a provocative film and heartwarming children’s book.
Anthony Fargeot, VP of growth at Bench Media, welcomed Genea’s addition to the Bench portfolio. Bench and Genea also partnered with Studio LDN to bring to life Genea’s brand proposition of “cutting-edge science meets heartfelt care.”
Studio LDN founder and director James Sutton said: “We found that infertility can be a silent struggle. It was therefore important to position Genea as breaking this cycle of silence and destigmatising fertility challenges, creating a positive connection rooted in Genea’s focus on exceptional patient care and treatment outcomes.”
Bench’s strategic partnerships director, Ben Farnsworth, added that fertility is a sensitive topic that requires “innovative media strategies to effectively reach the desired audience.”
“We did some really in-depth work with contextual targeting and intent-driven keywords to capture the right audience at the right time.
“It was important to stay top-of-mind and to do so efficiently. Several studies have shown that favouring a multi-channel approach can lift brand recall from 12% to 25%. We therefore opted for a strategy including audio, video, social, search and display. We also ensured that all channels were talking to one another, favouring a seamless customer journey, rather than operating in silos.”
Tanya Rivera, general manager of marketing at Genea, said the agency understands the challenges and aims of the business in order to develop an integrated media strategy and plan with many complexities.
“Bench has been committed to forming an integrated partnership with Genea and have helped us flesh out a robust strategy,” she said.
“That includes building on brand awareness, being able to profile our doctors and services, but most of all, meeting the consumer where they are on their journey.”