We'd love to start a conversation.

letstalk@mmiagency.com 713.929.6900

Media

That’s our Cue

MMI’s full-funnel media plan launched the Cue Integrated Care Platform. ​

Opportunity

During the height of the pandemic, Cue launched the most accurate at-home diagnostic COVID-19 testing system.

The problem? How to differentiate Cue in a new, rapidly expanding, and often misunderstood market. We had to justify Cue’s premium price point through education, and drive transactions – all in just two months.

We would need to overcome these 3 critical barriers:

  1. Establish new behavior: get consumers to demand an entirely new category
  2. Gain trust: convince consumers to trust an unknown brand with their health
  3. Overcome misconceptions: at-home testing came with skepticism created by failed companies like Theranos.

Gathering Insights

81% of consumers would prefer to monitor their health metrics with a digital tool.


Only 11% do today.

Taking Action

Using data, we developed:

  1. A full-funnel, strategic media targeting strategy
  2. Behavioral Insights
  3. Technology Adoption Cycle
  4. DMAs & Demographics
  5. Real-Time COVID-19 & Travel Data

Performance and Results

First month of launch:

1.03B
Total Impressions Across Paid and Earned
715K
Directly Attributable Sessions on eCommerce Website
1,005
Assets Created Across Digital, Social, OOH and Video
Media
INSIGHTS
STRATEGY

Right on Cue

MMI helped launch the Cue Integrated Care Platform during the height of the pandemic by front-loading education to overcome misconceptions –
leading to explosive brand growth despite the premium price-point.

sub-headline

Right on Cue

MMI helped launch the Cue Integrated Care Platform during the height of the pandemic by front-loading education to overcome misconceptions – leading to explosive brand growth despite the premium price-point.

sub-headline

Right on Cue

MMI helped launch the Cue Integrated Care Platform during the height of the pandemic by front-loading education to overcome misconceptions – leading to explosive brand growth despite the premium price-point.

sub-headline

Right on Cue

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sub-headline

Right on Cue

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We'd love to start a conversation.

letstalk@mmiagency.com | 713.929.6900