MSD Raises Awareness in Mexico Powered by Taggify
- Brand
- MSD
- Country
- Mexico
- Agency
- Digix Health
- Features
- 3
MSD faced the challenge of effectively communicating the importance of early HPV detection to a diverse audience across Mexico, ensuring the message was both gender-specific and accessible in high-traffic areas near healthcare facilities.
MSD's campaign leveraged Taggify's programmatic digital out-of-home (pDOOH) platform to strategically target audiences in key urban areas across Mexico. By utilizing gender-based audience segmentation, the campaign delivered tailored messages to men and women, focusing on the importance of early HPV detection. The media plan included a diverse mix of billboards, street furniture, and indoor posters, ensuring broad coverage and high visibility. The campaign was timed to coincide with peak pedestrian traffic near hospitals and clinics, maximizing the relevance and impact of each impression.
As a result, MSD achieved more than 190 million impacts in Mexico, an outstanding figure that delivered high visibility and strong social impact. OBJECTIVE
MSD aimed to inform the general public about the HPV virus and the importance of early detection to prevent future consequences, including different types of cancer. To achieve this, the brand needed to deliver differentiated messages for men and women, ensuring both reach and precision.
To develop the campaign, MSD partnered with Digix Health, a healthcare-specialized agency, and relied on the Taggify platform, leveraging multiple programmatic capabilities to enhance its out-of-home strategy.
SOLUTION
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Audience Segmentation: Gender-based segmentation was implemented to deliver personalized and relevant messages to men and women. Specific creatives were activated during times of day with higher probabilities of audience circulation, making impressions more meaningful and ensuring the message reached those who could benefit most from early HPV detection.
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Broad Coverage: Thanks to Taggify’s extensive DSP screen network, MSD reached its target audience across the State of Mexico, Mexico City, Monterrey, Veracruz, and Guadalajara. The strategy combined key formats such as billboards, street furniture, and indoor posters, significantly increasing message visibility.
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Optimized Pacing: The brand optimized media buying by activating the campaign during the most relevant time slots for its audience. This ensured ads reached pedestrians near hospitals and clinics, improving efficiency and maximizing the value of each impact.
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Clear Call to Action: The campaign leveraged the dynamic capabilities of pDOOH to deliver a clear and impactful video call to action, incorporating QR codes that encouraged audiences to learn more about prevention and health care.
TESTIMONIAL: > "Our main challenge was to communicate a sensitive health topic in a clear, relevant, and segmented way, ensuring the message reached those who could truly benefit from it. With Taggify, we were able to activate a programmatic strategy that allowed us to adapt the communication based on audience and context, optimizing visibility in key locations such as areas near hospitals and clinics. This was essential to amplify the campaign’s reach and generate a real impact on HPV awareness."
— Communications Team, MSD Mexico / Digix Health
The campaign effectively utilized programmatic digital out-of-home advertising to enhance awareness of HPV detection and treatment. By reaching diverse audiences across key urban areas in Mexico, the initiative demonstrated the potential of targeted messaging to engage communities on important health issues.
MSD Raises Awareness in Mexico Powered by Taggify
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