Challenge
With every new website comes the challenge to create knowledge and interest. Aside from social media ads we wanted to create a more playful and approachable interactive experience to highlight the need for information about contraceptives. Many young people today get their information from influencers and have a notion that hormones are bad for you.
Awareness: Launching a new website required building recognition and engagement from scratch.
Misinformation: Many young women get information about contraceptives from influencers, often leading to misunderstandings about hormones (”hormones are bad”).
Regulatory Constraints: Swedish drug marketing laws limited direct promotional claims, requiring careful balancing of educational vs. marketing content.
Strategy
To appeal to a younger audience and give the sites more personality both Hormonguiden and Östrogeni got their own Instagram accounts with different tonalities to appeal different types of women.
To drive interest and the potential of sharing the content we created a quiz on the topic “How much do you know about contraceptives?”. This quiz would drive interaction and highlight the lack of information about hormones and what women put in their bodies. Designing for genuine curiosity, rather than pushing information, would naturally drive engagement and knowledge-seeking behaviors. In this way we aimed to drive traffic to Hormonguiden.se in search for knowledge.
Tools
The prototype was created using Figma.
The website was developed using Elementor for WordPress.
Result
High Engagement: The quiz was completed 9,400 times, signaling strong user interest.
Traffic Growth: Achieved a 5% click-through rate from Östrogeni.se to Hormonguiden.se, strengthening Hormonguiden’s role as a trusted source of information.
Positive Brand Building: Strengthened Gedeon Richter Nordics’ position as a science-based, approachable brand for young women seeking hormonal health advice.