Aligning Paid Media

When building paid strategy, it’s imperative to collaborate and drive a consistent narrative. Plans should avoid conflicting paid efforts and wasted resources. Coordinate targeting and timing to avoid over- or under-serving our audiences. Finally, align on community engagement efforts and resourcing from the start.

Initial Criteria Consideration for Paid Media Promotion

• Content should align with the communications mission. It is central to fostering Bayer's vision of “Health for all, Hunger for none.”

• Paid effort identifies vital target audiences and gaps to fill with the campaign.

• Content supports Bayer’s communication goals of increasing favorability and license to operate — building the story of Bayer’s sustainability, breakthrough innovation, science and expertise, culture and  values. 

• Similar content (either by topics and/or post type) has performed well in the past. 

• Content is either global in nature or connects to channel demographics, as informed by analytics, and market research.

• Content is well-optimized for engagement.

Strategic alignment on Initial Paid Parameters

1. Identify target audiences and assess the potential overlap between existing and proposed  paid efforts.

2. Content Strategy & Timing:

   • Is the content aligned with the content framework and topics?

   • Are there potential timing conflicts with content or announcements?

3. Channel Strategy:

   • Is content aligned to the channel strategy?

   • Are there priority channels?

4. KPIs:

   • What desired behaviors are we trying to drive with this effort and what are the KPIs associated?

   • How will measurement and reporting occur? How can learnings be shared?

Maintenance, Reporting & Optimization

• All content assets in paid effort should be loaded into Sprinklr and labeled as paid assets 

• Share paid efforts and go live date in Newsroom 

• Alert appropriate contacts for community engagement and flag ad URLs for community engagement team

• Determine if optimizations need to be made during the paid support timeline. 

• After conclusion of paid efforts, share learnings in Newsroom and with other stakeholders and adjust strategy as needed for future paid support.

Community Engagement

• Who will be managing the comments and engagement on the ads? 

  • Paid ads almost always increase commenting. Reserve budget to fund additional community engagement hours.

  • The virtual community engagement team can consult on potential hours needed once a media plan has been developed.

• Do we need to update the community engagement playbook with new talking points or FAQs?

• What is the escalation process if ads need to be halted or adjusted due to unforeseen circumstances?