Launching your first TV brand campaign is a pretty scary endeavor. Behavio's data gave us confidence that we're heading in the right direction.
Background
Each year, the waiting rooms of psychological counseling centers and psychiatric clinics see an increasing number of people. Since 2020, Hedepy has been alleviating this burden by connecting individuals with qualified psychotherapists through its online platform. The brand's success, partly fueled by the pandemic years that limited in-person interactions, led to a turnover of over 100 million CZK in 2023, with more than 100,000 sessions conducted on its platform.
Pain point
Despite a 100% increase in turnover between 2022 and 2023, this growth was primarily driven by international expansion—operating in eleven European markets by 2024—and the retention of existing customers. Data indicated that Hedepy had hit a "performance plateau," where traditional advertising activities no longer attracted a sufficient influx of new users.
To reverse this trend, the marketing team decided to launch a new brand campaign. To ensure the effectiveness of their creative efforts and avoid budget waste, they chose to test the advertisement's impact with Behavio from the outset.
Behavio's Insight
The Hedepy team developed their idea into a storyboard and tested it using the Behavio Platform. Results showed that the concept scored averagely, partly because it didn't particularly engage respondents or evoke strong positive emotions. This insight allowed Hedepy to refine the script and incorporate these findings during the final ad's production.
After filming, they tested the final video again to ensure the changes were effective. The results were promising—over half of the viewers found the ad engaging, an above-average outcome, and most understood that the video promoted online therapy services. The final step was to launch the ad and see if it could break through the performance ceiling.
Conclusion
Brand tracking data showed that the campaign successfully increased the number of category buyers—people who are at least considering online therapy—by 10 percentage points. As the leader in this category in the Czech Republic, this was a significant boost for Hedepy. The ad was so successful that the number of new Hedepy clients increased by 50% within just two months of its broadcast. The investment in this ad paid off in just six months.
