Background

Alodokter, a leading health consultation platform, sought to support Indonesian youth by offering access to professional help through their psychologists and psychiatrists and encouraging conversions around mental health. However, depression is often masked, making it difficult to identify, which can worsen the situation. Social stigma further isolates affected individuals, leaving them with no one to turn to, especially when professional help is inaccessible or unaffordable.

Idea

We introduced The Talking Banner, an interactive display ad with a unique approach:

1. “Talk Saves Life” Visual Message: The banner featured speech bubbles symbolizing the importance of communication in overcoming mental health challenges.

2. Seamless Chat Feature: Users could engage in a preliminary conversation with a chatbot, leading them to download the Alodokter app for further expert guidance.

3. Advanced Targeting: Contextual targeting based on specific mental health-related keywords allowed the banner to reach users displaying hidden signs of depression.

Execution

Alodokter knew that people affected by depression often hide their struggles and hesitate to seek help due to social stigma. We needed to help Alodokter reach the right people, at the right moment, in the right way. To address this, we developed a strategy to drive awareness and app conversions by:

1. Launching on World Mental Health Day: The campaign was launched on October 10, leveraging heightened awareness of mental health issues.

2. Targeting Invisible Depression Symptoms: Using online signals, Alodokter identified individuals showing signs of depression based on their search behavior.

3. Shortening the User Journey: Ads provided value to users even without the app, eventually guiding them to download it.

4. Incentivizing App Usage: Alodokter offered a free consultation session to encourage users to engage further.

Result

The Talking Banner campaign was a breakthrough for Alodokter, driving a 20% increase in app downloads within just seven days. This initiative not only raised mental health awareness but also fostered open dialogue, with a lasting impact on the well-being of the younger generation.