Sheba: HPV Test Kit Launch – Reaching Women a New Way
Sheba
Yemaachi Technology partnered with Niyilor to launch the Sheba HPV Test, an effective home sampling kit for detecting high-risk Human Papillomavirus (HPV), the leading cause of cervical cancer. The campaign, timed for Cervical Cancer Awareness Month (January), combined ATL and BTL strategies to educate and engage women on early detection.
The Challenge
- Awareness: Introduce Sheba HPV Test to a new target audience and create strong visibility.
- Education: Teach users how to use the kit, where to access it, and its benefits.
- Public Engagement: Drive meaningful conversation around cervical cancer, debunk myths, and emphasize the importance of early detection.
- Product Uptake: Encourage immediate adoption and usage of the test kit.
The challenge was to balance education, awareness, and sales conversion in a sensitive health-focused campaign.
The Solution
Niyilor delivered a comprehensive 360° campaign:
- Campaign Strategy: Developed a multi-channel approach integrating ATL, BTL, and digital marketing.
- Branding & Packaging: Created logo, brand guidelines, and kit packaging.
- Event Conceptualization & Launch: Designed and executed impactful launch events.
- Technical Production: Managed all visual and production elements.
- PR & Influencer Marketing: Engaged influencers to amplify the message and generate credible reach.
- Social Media Marketing: Promoted awareness, engagement, and educational content online.
The Results
The campaign achieved strong reach, engagement, and sales impact:
- Reach: 8.7 million people ✅
- Engagement Rate: 7% ✅
- Sales: 300 kits sold within the first 2 weeks ✅
The launch successfully educated the target audience, drove conversation around cervical cancer, and achieved immediate product uptake.
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