Overview

Medtronic, a global leader in medical technology, wanted to raise awareness for their Minimed™ 780G insulin pump device and generate qualified leads for those living with Type 1 Diabetes (T1D) in Canada. With approximately 300,000 individuals in the country living with Type 1 Diabetes, the challenge was to effectively reach this specific audience while driving traffic and engagement through form submissions on Medtronic’s website.

28.5%

increase in website traffic

78.7%

increase in CTR on search

25%

increase in conversions from the Type 1 Diabetes audience

1.33X

QoQ increase in conversions

Results

The campaign enhanced Medtronic’s digital presence by driving traffic, engagement, and qualified leads. It raised awareness for the Medtronic Canada’s Minimed™ 780G and strengthened its impact within the Type 1 Diabetes community.

During its four-month flight time, the campaign generated over 38.2 million impressions. Highlights include:

Business Challenge

Medtronic aimed to raise awareness of the Medtronic Canada’s Minimed™ 780G device and generate qualified leads among individuals with Type 1 Diabetes in Canada. The challenge was to effectively target this audience while driving website traffic and encouraging form submissions.

A close up view of a black medical device showing 5.5 on its screen. The device was made by Medtronic.

Our Solution

An audience analysis identified key channels, content preferences, geographic areas, and behaviors to develop a targeted strategy for individuals with Type 1 Diabetes. Using these insights, Medtronic launched an omnichannel campaign across social media, programmatic advertising, and search, later expanding to Connected TV (CTV) and Google Performance Max (PMax) for broader reach.

The campaign targeted high-indexing interests, specific postal codes, and in-market audiences. By adapting top-performing Facebook creatives for programmatic display, display conversions increased by 34%. Google Search and PMax captured high-intent queries, maximizing engagement and results.

Wrango proved to be an invaluable partner in raising awareness for the MiniMed 780G. Through their strategic use of data-driven insights and optimized channel strategies, they made a meaningful impact in reaching Canadians living with Type 1 Diabetes.

Alex Naccarato

Sr. Digital Integrated Marketing Specialist

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