For the first time in its history, Cologuard is running a Spanish-language campaign to speak directly to Hispanic audiences about the importance of colorectal cancer screening.
Crafted by creative agency Casanova//McCann, family plays a central role in the :30 “Fotos” spot. It features a Hispanic man chronicling his life’s journey—from family photos capturing pivotal moments to a 45th birthday celebration—and ends with his wife handing him a Cologuard box.
The campaign’s objectives are to educate on the importance of proactive health screenings and increase brand awareness within the Hispanic community.
Here’s what iSpot’s Creative Assessment platform revealed on actual viewer response to the campaign.
The Details:
- Spanish-language viewers 36 and older rated both the message and the product itself as the Single Best Things about the :30 “Fotos” at a disproportionately higher rate than other Spanish-language ads over the past year:
- The ad earned excellent breakthrough (Attention and Likeability) and successfully delivered new (Change) Information that was Relevant to this audience.
- Earning above-norm response among both men and women 36+, “Fotos” saw nearly two in three Spanish-language viewers express positive consideration for the brand after viewing the spot.
- The ad earned excellent breakthrough (Attention and Likeability) and successfully delivered new (Change) Information that was Relevant to this audience.
- The majority of Spanish-language viewers described themselves as considerers of Cologuard, with 19% previously unfamiliar:
- While only 21% indicated they were current/lapsed users, just 5% reported feeling as though they would never purchase the brand.
- The ad resonated very well across each of the key growth groups (hashed lines indicate low sample).
- While only 21% indicated they were current/lapsed users, just 5% reported feeling as though they would never purchase the brand.
- Second-by-second trace reflects solid and sustained engagement across both men and women 36+ with “Fotos” suggesting the creative content connected well with Spanish-language viewers:
- Comments on the :30 spot reflect the success of the creative in clearly educating this audience on the need for screening, and the ease of the at-home test which most were very open to.
Sample comments on “Fotos” :30
“It really makes me want to take this home test to kind of check for colon cancer as I am at that age.”
Male 36-49
“It’s in Spanish and I liked that. It communicated interest in me and my community. The actor is a man like me and other Latino men. He’s easy to identify with and that appeals to the brand and the product.”
Male 50+
“It is a very useful and humane announcement that warns about the importance and where to have a colonoscopy if you are 45 years old or older.”
Female 50+
“He opened my eyes to be examined, I am a perfect person and age for this product.”
Male 36-49
“Something innovative for colon cancer detection. And in your own home.”
Female 50+
“Cologuard is a good alternative to avoid a colonoscopy. I just had a Cologuard test 3 weeks ago.”
Female 36-49
“I liked how you explained how to prevent colon cancer in time and at home. What a great idea.”
Male 36-49
“The idea of being able to perform your own colonoscopy is very interesting and attractive.”
Female 50+
- About 44% of viewers of “Fotos” reported watching more than ten hours of Spanish-language television or videos each week:
- iSpot media measurement reports medium wear in-market for “Fotos,” however, suggesting opportunity for fresh creative and/or a refresh of the media mix for Cologuard to optimize reach while limiting over-exposure.
- “Fotos” found a positive audience across income level, confirming that encouragement and education was conveyed equally well:
Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.
Schedule a demo to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve—and outperform—campaign objectives.
Creative Agency: Casanova//McCann