Delivering massive measurable performance for a global medtech brand

Most advertisers use the Super Bowl for brands with mass appeal. So, why did we use the big game for Dexcom, a brand that has an audience of people with diabetes that makes up only 5% of viewers? To drive leads of course. A 99% increase in leads and a 39% decrease in the cost per lead to be exact. The 10.2B additional earned media impressions were just gravy for this global medtech brand.