Turning audience insight into a practical campaign system
Creating audience-focused campaigns and practical toolkits to keep messaging, evidence and design consistent across agencies and channels.
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01 • THE CHALLENGE
Reaching different audiences with one consistent brand
Contura Orthopaedics needed Arthrosamid® campaigns tailored to three specialist healthcare professional audiences, each with different priorities, motivations and information needs. With several agencies creating communications, the challenge was to develop distinct campaign identities while keeping core messaging, clinical claims, supporting references and brand application consistent across channels.
02 • THE thinking & Doing
We turned audience insight into a practical campaign system
Working collaboratively with Contura, we combined client knowledge and supplied information with our own research to understand three specialist healthcare professional audiences. We explored their priorities, motivations and barriers, using these insights to identify what each campaign needed to communicate.
We then developed a structured messaging framework: a shared foundation of core product information, prioritised message pillars and supporting evidence, and a flexible campaign layer. This allowed the emphasis and creative approach to change for each audience while maintaining consistency in the underlying product story.
From this foundation, we created the campaign concepts, headlines and distinct visual identities. Each brought together an audience-relevant narrative, imagery, typography and colour within the wider Arthrosamid® brand. The concepts were designed to translate across channels, from concise digital communications to more detailed print materials and exhibition environments.
We also created the messaging tables and campaign toolkits, organising claims, proof points and references into a clear hierarchy. Guidance on tone of voice, design, data presentation, localisation and approval helped teams understand both how to use the campaigns and where adaptation was appropriate.
03 • RESULTS & IMPACT
Distinct campaigns. A shared way of working.
Contura gained three campaign toolkits that connected audience understanding, referenced messaging and creative execution in one practical system.
The toolkits improved consistency and made it easier for Contura and its agency partners to create communications from a shared foundation. Clear messaging tables and visual guidance helped teams select relevant content, retain supporting references and apply the campaign identities across different formats.
The orthopaedic campaign was first rolled out across an exhibition booth, putting the framework into practice while establishing a creative direction for further communications.
