 Thank you everyone for coming. Obviously if you want to get closer, that's okay. We'll try not to shout too hard. It's a small room But it's great to have an intimate crowd Yes, so today apologize for my voice I'm going to speak as softly as I can I lost it this week. So I apologize but today we're talking about building for the big game with Hologic Ricardo and I are from FFW and We're going to talk about our partnership with Hologic and how we created a website that could handle traffic from the Super Bowl halftime show In less than two months. So it was a fast and furious project And we're going to talk about how we had the foundational partnership to make it work so a logic with This campaign We were able to partner with them to scale for previously unseen levels of traffic to their website and What you're going to learn today is how you might be able to apply some of those tactics to your own Organization as you prepare for your own levels of scaling and we're also going to touch on how we used Aquia site studio to give us the foundation to pull off this project in the very narrow timeline that we had Most of our focus today will be on the logistical and project management aspects of this challenge With the tight timeline the use of site studio in this instance was barely straightforward Didn't really use any unusually technical approaches So hopefully gives you some ideas of how you might be able to leverage that technology as well So I'm Emily Becker. I'm a senior strategic account manager at FFW I've been working in the Drupal space for about four years previously at media current as a Senior strategic account manager My role is to partner with our clients to make sure that we're aligning solutions that best fit their needs And help them realize their goals And I am Ricardo Suna I'm director of partnerships at FFW and you guys will notice that I don't look like any of the people Up there on the screen. So unfortunately our partners at whole logic We're feeling under the weather so they decided to stay away from the conference Same thing with our colleague From our solutions team Cheney who was also feeling unwell and decided to stay away from the conference. So that's just life in Pandemic times, but she's in Italy. So it's okay. Yeah, she's complaining too much. Yeah Neither of these folks were here. They stayed away before they were feeling unwell. Just want to make sure we and Yeah, just to introduce FFW we because we want to introduce you guys to both FFW and halogic right from the FFW side If you're not familiar with us, we're a digital agency have been working in the Drupal space for the last 15 years 650 employees around the world and Really what we focus on is building these long-term partnerships with brands that are working towards those ambitious digital Experiences that we've been talking about so much in the Drupal space like a previous cons everything we hear from trees And the way that we do that in helping clients as we offer services around three key areas. So of course technology so architecture and development on platforms primarily Drupal experience design so that's looking at things like user research aligning with What the brand teams that our client partners are doing and then finally data and analytics So we have a team that's about it to making sure that we're Tracking all of these great things that we're building which is extremely important Especially for a use case like the one that we're talking about today that is really, you know This massive marketing campaign for a company like halogic where they're really focused on measuring engagement for For their cause and what they're putting out there in terms of communications And I'm going to do my best to represent halogic unfortunately as we said Jennifer snow was unable to be here But I've been partnering with logic for the past year as their account manager very passionate about what they do They're one of my favorite clients. They have an extraordinary mission They are a global medical technology company specializing in women's health They offer innovative solutions for screening detecting trading conditions and diseases that affect women Throughout their entire lives, which includes breast gynecological skeletal issues cervical cancer testing Sexual transmitted disease testing and as a science-driven company the products are backed by clinical evidence Ensuring that they perform as intended. So healthcare professionals can have greater certainty in their decision making process and their patients Have greater peace of mind. They have halogic has been on the market for over 30 years 36 years They have a presence in 30 countries have over 6,000 employees and they hold more than 3,000 patents They have also played a major role in the fight against coven 19 And I think here is where we want to play the the commercial Perfect we're almost ready for you So let's go Everything looks good see you next year see you next year. Thank you Making your health a priority is real love a logic the science of sure So I'm curious by show of hands. Does that look familiar to anyone that anyone watch the big game? We're not allowed to call it anything else Okay, at least a couple people have seen it Yeah, so the partnership with Mary J. Blige was really exciting for whole logic and a lot of different levels It started long before the Super Bowl. They partnered with the black women's health imperative initiative They launched the future of sure, which was a year long breast cancer awareness and screening campaign during breast cancer awareness month In October of 2020 And this is where they started partnering with Mary J. Who is a Grammy award-winning? Academy Award-nominated artists actress and producer so this campaign which they refreshed from that original October 2020 campaign Was done right before the Super Bowl They included a media panel discussion among other things and it's designed to encourage women to make sure that they're having their annual breast gradings especially for black women starting at the age of 40 and then also educating Women everywhere around the benefits of 3d mammography So every year Forbes that breaks down all of the Super Bowl ads Following the big game. I like reading those. I like reading about You know who made a big impact during one of the most watched television events every year So Forbes ranked the well woman exam campaign as their grade a They really highlighted the importance of seeing a celebrity like Mary J at her physician's office Can't be understated. It's a really beautiful campaign It's striking and it's especially important for black women to see and hopefully has the impact of increasing the number of Women scheduling their well women exams moving forward So the key editorial themes that multiple agencies collaborated to put this together Include women's health and diversity health and wellness are dominant theme throughout the campaign and among Super Bowl Advertisers in general. So not just the whole logic campaign But with all Super Bowl advertisers, there was a strong emphasis on diversity this year equity and inclusion So when you hear about Hologic now in the media, they're consistently being described as thoughtful intentional and leading the way among Super Bowl advertisers So this was a huge opportunity for Hologic. Normally their campaigns are very B2B focused This was the first ever B2C campaigns For regulatory reasons, they can't store patient information. They really truly are marketing to healthcare professionals But with this they wanted to advance their mission so it it wasn't didn't really have the purpose of selling specific equipment bringing in patents to hospitals or other Health areas, but it's really just fostering better outcomes for global women's health and raising awareness for the Hologic brand in the mission If you talk to anyone who works at Hologic, they're all very very passionate about what they do It is an important mission when we were building the microsite what we're here today to talk about The integrated promotional plan the goal of it with the microsite was to educate women and their loved ones because it's also important not just for women, but to have people around them who are supporting them to have their well-women exams every year and The importance of the annual health screenings diagnosis procedures Demystifying and debunking many of the reasons why women choose to postpone their wellness exams And a lot of times they do it when it's too late and encouraging women to support and hold each other Accountable for making self-care and and their health a priority. So to do this successfully We needed to ensure that the microsite itself would be reliable and perform into the event of a really big traffic spike Because B2C campaigns were brand new for Hologic They needed to anticipate bringing potentially millions of people to the site We also needed a site that would quickly and easily engage top of the funnel audiences With great UX and ensuring Hologic's branding was appropriately appropriately incorporated So when we partnered with Hologic specifically on this microsite, we had a six-week timeline numerous priorities from multiple stakeholders This was a multiple agency setting where we had to Collaborate not just with our stakeholders at Hologic, but with other agencies It really quickly became a question of what can we actually do in the short amount of time that we had Including design. It was a six-week timeline to launch the site right before the Super Bowl I think we went live Friday, but which is an ideal but before the Monday event So we prioritized ideas that aligned with existing functionality With their design system and the functionality within Aquiasite studio and that helped us jumpstart development for specific features While we then further defined features for potential new functionality as we're continuing to iterate on the campaign site So new features were prioritized Further based on technical feasibility as a project. We're still actively working on today Yeah, and when we talk about that really tight timeline and the collaboration that we had around it because obviously this being Hologic's first B2C campaign they had a lot of I sonnet internally through the collaboration They really needed as much time as possible to work on the creative, right? And so we work with Hologic across a number of different properties and one solution that we've been starting to explore for their Platform in general, which we ended up really bringing into this build for the the site is Aquiasite studio. So we have some Existing and in-flight site pseudo configurations that really allowed us to be able to fast track the build part of this campaign So we were able to do that in one week And focus the rest of the time right for collaborating on the creative side, which was just huge To I mean both to us but then to most importantly our stakeholders and the client team at Hologic, right? So how did we do this right leveraging things like pre-configured the science system helpers? site studio elements right and so building that component library that we are planning on and Working with Hologic to make sure that we implement across more of the platform But making sure that we're looking at because if you visit the The page right like the experience has really Tailored to women obviously but like provides information for women in different age groups and provides recommendations on like what sort of testing should you do? so like from a UX perspective and then the build perspective we ended up leveraging an accordion component on the page to provide some of that information so You know women or their families so we're visiting the page could really drill down into the information that was most important most relevant to them and the beauty of using the the component library and inside studio was that Just speed to be able to build it right cuz even though we knew that creative was in process And we knew that it's not a movable deadline when you have a Super Bowl Sunday looming We felt comfortable saying like yeah give us one week to build it and they'll be fine and It really you know in my role at FFW is director partnerships I often describe it as like air traffic control between our client teams our technology partner teams And and our teams internally, right? So and it really is the the key to pulling off something like this where you have a lot of different collaboration points you have that unmovable deadline right so And really for us to be able to pull off that timeline it was about that because like Emily mentioned at the top of the the presentation the the microsite that we stood up is not the most technically Complex piece of web development we've ever done But it's one of the things that we've done in the last year that we're most proud of because of the impact that it's driving And so be able to like really work with that trust and that mutual respect between the You know different agencies us on the digital and technology side some folks on the creative and messaging and that side all of the teams within whole logic that we're working on this and then our Technology partners at Acquia is really how we were able to pull that off and So we were really delighted to launch that campaign that was really a success across all metrics Right because another thing that we really really had to prioritize is making sure that we had the right data tracking in place because even though Technically speaking right it's it's a microsite, but it's like when you're driving millions of people to it Because they ran this ad both within the You know on the big game on that Sunday But then through other programming through the next few weeks It was a full campaign. It wasn't just a one-time thing. I still get it served up to me on YouTube when I'm when I'm there and so that the fact that The the site that we built in the the platform behind it, you know with what drew both the core with Side studio is that the page builder was really able to scale gracefully under those massive traffic surges, right? We're quite proud of especially one at the end of the day It's about delivering that that message and and driving engagement because you know Hologic is a primarily a B2B company like Emily mentioned, right? They're not selling their medical technology to the people who watch the ad and went on the page the The call to action very intentional is for women or their families to be able to set appointment reminders so that You know because we all have fallen Into that with any sort of medical appointment of like oh y'all get to that next month next month turns into next year next year It turns into the year after that So it's really about that engagement and making sure that we had all those Micro-interactions on the on the page track properly so that then we could be looking at the data on engagement on the other side so The high activity across the ages and stages drop down so when I was talking about the the accordion feature that we use right That really was something that and that we left to see because it meant that we were providing that useful information in a way that you know the visitors to the site were actually interacting with and taking it in and and it was really successful across all counts and Ricardo said it I've said it before too, but most importantly the campaign gave a logic and opportunity to promote incredibly important public health goal for women who have historically been underrepresented And underserved by the medical profession so it really was an awareness-raising campaign as much as a promotional exercise for Hologic so these are some of the metrics we have the next slide will show Actual spikes and traffic that you can see from the analytics, but this was the most successful campaign in the history of Hologics So their entire 36 years and it was really great being able to celebrate that success with our stakeholders And kind of ride the high of the buzz with them But also because of the message and because of the importance of it the metrics on this slide We're pulled in early April just for consistency sake as we were putting together this promotion or this presentation But they continue to have traffic to the site as I said, we are iterating We're building out post MVP features on the site There was a quiz functionality that was one of the call to actions Really to raise awareness on how much do you actually know about when do you need to be screened? How are you helping? your loved ones remember to have it done so a Positive results from the campaign there. They're not just a blip. We we track the analytics on a monthly basis We have reporting calls with our stakeholders and ongoing metrics show study indicators of improved traffic and engagement Throughout all of whole logic comm not just the landing page of the microsite that we built So when we were looking at the initial conversion rates We were sitting at around 15% so when we're measuring the conversion rates That was for individuals who were setting up their appointment reminders taking the quiz or Downloading an informational brochure about the importance of scheduling screenings What screenings you need at which age group similar to what Ricardo was talking about with the accordion functionality So something that you could actually print out you can download you can keep you can pass it on You know give it to others who maybe don't have you know access to the website but so that's how we were tracking conversion rates on the site and We did see repeat traffic and 1.2 million impressions across all social content so whole logic did an incredible job us as Another technology partner our focus was really just on the website itself But we partnered with other agencies like Edelman who propoded the campaign across social channels and That's what brought us success Yep, so here you can see the spike some of The Impressions or the data here starts from the day before the Super Bowl So you can see how much traffic actually spiked when the ad was aired and bringing people to the website. So Our stakeholders were very very thrilled about the results. So Everything we talked about today in short the use of a coherent design system insight studio ensured that technical Limitations brought on by our short timeline did not stand in the way of helping how logic achieved their goal of Bringing light to this important campaign and making sure that women are getting screened everywhere Yeah, and to add to that right because in terms of the the platform that we're working on with them This was a fantastic use case and it it scaled to meet the the traffic demand and demands and like when we're working with our clients We're often talking to them about like how can you scale that platform across a few different dimensions, right? So the traffic spikes is one great idea or like one great example. I mean but now Emily and our team are working with them and the Team over at logic to think about how do we bring the lessons that we learned from this to other parts of how they Manage their web presence because they're a massive, you know, they're a global B2B medical technology company There's a lot that they do on the web, right? And they're gonna be You know with the the wind in their sails from this awesome campaign getting this message out They want to do much more of this and kind of stuff so we're taking these lessons that we learned in terms of how can we build quickly how can we build scalably and Scaling that idea across what we're doing with with the rest of their their platform and their experiences, so I Think I know we're we've got plenty of time for questions I think that that covers what we had in terms of presentation We have a couple microphones set up or at least one microphone here Sorry, the lights are bright and so feel free to come up and ask any questions. Thank you Well, we'll be better at booth after this too if anyone wants to come by and ask any questions as well Hi I have a question for you guys. I'm curious about some of the takeaways you learned from the project and You know if you were to do this again in the future Is there anything you feel you would have changed from a tactics perspective or were you really happy with? everything that you executed From my standpoint, I think we were really happy because we Design was a challenge making sure we had the the right user experience on the site I think if we didn't also design the site that would have Created a lot of extra barriers, and I don't know that we would have been able to make it work Hologic did bring on a project manager specific to this So it worked really well that we had our project manager collab with their project manager because they're like I said It was a multi agency effort And then establishing that you can't have everything that you want for an MVP site was really important So we had those conversations Right away because we already had the partnership with Hologic for a year They had trust in us we had trust in them so we could have really candid conversations If they were a brand new client coming into the fold and you know, they were saying hey We have the Super Bowl campaign. We want you to build it I don't know that we would have been able to pull it off because we needed that mutual trust and respect To have those candid conversations I speak more from the relationship standpoint and you know being involved in those calls But yeah, learnings were just You know making sure that we had the right foundation to be able to do it and in any other circumstance We might not have been able to pull it off Okay, hope that answers your question a question that might be perfect to kind of continue on to that and that Relationship that you had built with Hologic. How did you even get connected with Hologic? I run a small digital creative agency and just It's a real challenge for me to to see you know, there's so many companies out there But how did you get directly connected with Hologic? Yeah, that's a great question Hologic partners with Edelman. They're a global PR firm and Edelman helps create an ideate ideas like these campaigns, but they don't have The technical prowess to actually then execute on it So we have a partnership with Edelman So when they have these type of projects come into the fold sometimes will you know sort of white label our services Or they'll bring us in for a short time But that doesn't always generate an actual partnership or a relationship like what we have now with Hologic That really started when Edelman came to the table and they were helping Hologic plan this roadmap for using site studio And they needed FFW to perform an audit on the site So just taking a look at everything under the hood providing recommendations on how they could Improve the overall experience how they could then scale with all of their their regions So it was our audit that got us into the door. So Normally we would have continued Partnering with a logic through Edelman Which is a barrier, but it's still great to have that connection But after that report was done it was done in such a great way It gave them the information that they needed but they just said hey We want to work directly with FFW We're still partnering with Edelman. We have that great partnership with them as well But that got us into the door to really start working with them one-on-one And then it's really escalated to now helping them bring all of the regional sites So for Amia Australia Japan Canada we now have contacts all over the globe And we're helping all of them leverage site studio and the design system that that corporate has created with us and in site studios Specific talk we Experience development platform. Yeah, so they were already on Drupal. Yes. Mm-hmm. Okay. Yeah, so it's a continuation of the piece Yeah, awesome. Thank you so much. That was perfect. Yeah. Thank you. All right. Any other questions? Well, like Emily said we'll be hanging out at the FFW booth if you want to come by and Say hi in a lesson posting Setting and then bright lights and loud microphones, but thank you all for coming. Yes. Appreciate it