{"id":532,"date":"2024-11-14T03:43:43","date_gmt":"2024-11-14T03:43:43","guid":{"rendered":"http:\/\/ispot-local.local\/?p=532"},"modified":"2025-03-31T09:37:04","modified_gmt":"2025-03-31T16:37:04","slug":"creative-outcomes-cologuard-hits-cultural-sweet-spot-as-spanish-campaign-shows-strong-breakthrough","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/creative-outcomes-cologuard-hits-cultural-sweet-spot-as-spanish-campaign-shows-strong-breakthrough\/","title":{"rendered":"Creative Outcomes | Cologuard Hits Cultural Sweet Spot as Spanish Campaign Shows Strong Breakthrough"},"content":{"rendered":"\n
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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.<\/p>\n\n\n\n

Crafted by creative agency Casanova\/\/McCann, family plays a central role in the :30 \u201cFotos\u201d spot. It features a Hispanic man chronicling his life\u2019s journey\u2014from family photos capturing pivotal moments to a 45th<\/sup> birthday celebration\u2014and ends with his wife handing him a Cologuard box.<\/p>\n\n\n\n

The campaign\u2019s objectives are to educate on the importance of proactive health screenings and increase brand awareness within the Hispanic community.<\/p>\n\n\n\n

Here\u2019s what iSpot\u2019s Creative Assessment platform revealed on actual viewer response to the campaign.<\/strong><\/p>\n\n\n\n

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The Details:<\/strong><\/p>\n\n\n\n

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  • 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:

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    • The ad earned excellent breakthrough (Attention and Likeability) and successfully delivered new (Change) Information that was Relevant to this audience.

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    • 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.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n
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      • The majority of Spanish-language viewers described themselves as considerers of Cologuard, with 19% previously unfamiliar:

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        • While only 21% indicated they were current\/lapsed users, just 5% reported feeling as though they would never purchase the brand.

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        • The ad resonated very well across each of the key growth groups (hashed lines indicate low sample).<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n
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          • 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:

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            • 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.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n
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              Sample comments on “Fotos” :30<\/strong><\/p>\n\n\n\n

              \u201cIt really makes me want to take this home test to kind of check for colon cancer as I am at that age.\u201d<\/strong>
              Male 36-49<\/em><\/p>\n\n\n\n

              \u201cIt\u2019s 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\u2019s easy to identify with and that appeals to the brand and the product.\u201d<\/strong>
              Male 50+<\/em><\/p>\n\n\n\n

              \u201cIt 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.\u201d<\/strong>
              Female 50+<\/em><\/p>\n\n\n\n

              \u201cHe opened my eyes to be examined, I am a perfect person and age for this product.\u201d<\/strong>
              Male 36-49<\/em><\/p>\n\n\n\n

              \u201cSomething innovative for colon cancer detection. And in your own home.\u201d<\/strong>
              Female 50+<\/em><\/p>\n\n\n\n

              \u201cCologuard is a good alternative to avoid a colonoscopy. I just had a Cologuard test 3 weeks ago.\u201d<\/strong>
              Female 36-49<\/em><\/p>\n\n\n\n

              \u201cI liked how you explained how to prevent colon cancer in time and at home. What a great idea.\u201d<\/strong>
              Male 36-49<\/em><\/p>\n\n\n\n

              \u201cThe idea of being able to perform your own colonoscopy is very interesting and attractive.\u201d
              <\/strong>Female 50+<\/em><\/p>\n\n\n\n

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              • About 44% of viewers of “Fotos” reported watching more than ten hours of Spanish-language television or videos each week:

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                • 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.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n
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                  • “Fotos” found a positive audience across income level, confirming that encouragement and education was conveyed equally well:<\/li>\n<\/ul>\n\n\n\n
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                    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.<\/p>\n\n\n\n

                    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\u2014and outperform\u2014campaign objectives.<\/p>\n\n\n\n

                    Creative Agency: Casanova\/\/McCann<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

                    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 \u201cFotos\u201d spot. It features a Hispanic man chronicling his life\u2019s journey\u2014from family photos capturing pivotal moments… Read More<\/p>\n","protected":false},"author":26,"featured_media":25375,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[497],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/532"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=532"}],"version-history":[{"count":9,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/532\/revisions"}],"predecessor-version":[{"id":25498,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/532\/revisions\/25498"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/25375"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=532"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=532"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=532"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=532"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}