2023
IADVL Dermacon Case Study
Willow Studio is a creative powerhouse blending art and innovation to craft stunning visual experiences. It brings ideas to life with elegance and precision.
Photography
Healthcare
Overview
IADVL (Indian Association of Dermatologists, Venereologists and Leprologists) invited members to vote for the host city of Dermacon 2026, with multiple cities in contention.
Bangalore’s bid needed not just visibility but active, timely participation from dermatologists scattered across geographies, age groups, and levels of digital adoption.
The Challenge
Mobilize dermatologists across India to vote in favor of Bangalore as the host city for Dermacon 2026.
Use a multi‑channel, data‑driven campaign to reach IADVL members where they were most active (Email, SMS, and WhatsApp)
Maintain professional, on‑brand communication aligned with IADVL’s guidelines and election norms.
Campaign Strategy
1. Multi‑channel outreach framework
Email (via Mailchimp): Long‑form, informative communication explaining why Bangalore was an ideal host—conference infrastructure, accessibility, academic strengths, and hospitality.
SMS: Short, time‑sensitive reminders tied to key milestones—voting window opens, mid‑campaign nudges, and last‑day “final call to vote” messages.
WhatsApp: Engaging, conversational updates using banners, creatives, and concise copy to build momentum and answer common questions about how and where to vote.
This mix ensured maximum reach regardless of members’ preferred channel or tech comfort level.
2. Segmentation and targeting
Member data was segmented and prioritized to improve relevance:
By city/region: Messaging emphasized local pride and representation, while still being inclusive of non‑Bangalore members.
By activity and past engagement: Highly active members received more detailed, strategy‑focused communication; less active members got simplified, benefit‑oriented nudges and clear instructions.
By role and seniority: Senior dermatologists, younger members, and academic leaders all received tailored messaging that acknowledged their influence and interests.
This segmentation ensured that each message felt relevant, not generic, increasing the likelihood of action.
3. Content and creative direction
Crafted clear, professional copy that highlighted:
Bangalore’s scientific and academic ecosystem.
World‑class venues, connectivity, and ease of travel.
The potential impact on collaboration, research, and learning for dermatology in India.
Designed visually cohesive email headers, WhatsApp creatives, and simple infographics that could be easily viewed on mobile.
Ensured all communication remained neutral in tone while strongly making the case for Bangalore, in line with IADVL protocols.
4. Campaign operations and workflow
Managed end‑to‑end workflows: list preparation, segmentation logic, copywriting, creative approvals, scheduling, and delivery.
Timed communication around critical phases: pre‑poll awareness, voting launch, mid‑campaign re‑engagement, and last‑day urgency push.
Set up basic tracking and reporting dashboards for:
Email opens, clicks, and segment‑wise performance.
SMS and WhatsApp delivery and response indicators.
Correlation between communication bursts and observed spikes in voting participation (as shared by leadership).
5. Collaboration with IADVL leadership
Worked closely with IADVL decision‑makers and Bangalore bid proponents to:
Align on messaging guidelines and compliance.
Get timely updates on voting status and key dates to fine‑tune communication.
Ensure all outreach felt official, trustworthy, and representative of the association’s values.
Results
Bangalore won the bid to host Dermacon 2026, with leadership attributing the strong turnout and momentum in part to the sustained digital mobilization across Email, SMS, and WhatsApp.
Member engagement remained high throughout the two‑month window, with consistent visibility and reminders preventing voter fatigue or drop‑off.
The structured multi‑channel approach demonstrated that even professional, association‑driven elections can benefit from modern funnel thinking (awareness, engagement, and action)
Key Learnings
For professional bodies like IADVL, multi‑channel, segmented outreach is essential to reach diverse age groups and tech behaviors—email alone is no longer enough.
Consistent, on‑brand messaging that respects institutional tone can still be persuasive and action‑oriented when paired with smart timing and clear calls to action.
Close collaboration with leadership and transparent reporting turn a campaign from a “broadcast exercise” into a strategic lever that can meaningfully influence outcomes, as seen with Bangalore’s successful Dermacon 2026 bid.
More Works
(GQ® — 02)
©2024
FAQ
01
What does a project look like?
02
How is the pricing structure?
03
Are all projects fixed scope?
04
What is the ROI?
05
How do we measure success?
06
What do I need to get started?
2023
IADVL Dermacon Case Study
Willow Studio is a creative powerhouse blending art and innovation to craft stunning visual experiences. It brings ideas to life with elegance and precision.
Photography
Healthcare
Overview
IADVL (Indian Association of Dermatologists, Venereologists and Leprologists) invited members to vote for the host city of Dermacon 2026, with multiple cities in contention.
Bangalore’s bid needed not just visibility but active, timely participation from dermatologists scattered across geographies, age groups, and levels of digital adoption.
The Challenge
Mobilize dermatologists across India to vote in favor of Bangalore as the host city for Dermacon 2026.
Use a multi‑channel, data‑driven campaign to reach IADVL members where they were most active (Email, SMS, and WhatsApp)
Maintain professional, on‑brand communication aligned with IADVL’s guidelines and election norms.
Campaign Strategy
1. Multi‑channel outreach framework
Email (via Mailchimp): Long‑form, informative communication explaining why Bangalore was an ideal host—conference infrastructure, accessibility, academic strengths, and hospitality.
SMS: Short, time‑sensitive reminders tied to key milestones—voting window opens, mid‑campaign nudges, and last‑day “final call to vote” messages.
WhatsApp: Engaging, conversational updates using banners, creatives, and concise copy to build momentum and answer common questions about how and where to vote.
This mix ensured maximum reach regardless of members’ preferred channel or tech comfort level.
2. Segmentation and targeting
Member data was segmented and prioritized to improve relevance:
By city/region: Messaging emphasized local pride and representation, while still being inclusive of non‑Bangalore members.
By activity and past engagement: Highly active members received more detailed, strategy‑focused communication; less active members got simplified, benefit‑oriented nudges and clear instructions.
By role and seniority: Senior dermatologists, younger members, and academic leaders all received tailored messaging that acknowledged their influence and interests.
This segmentation ensured that each message felt relevant, not generic, increasing the likelihood of action.
3. Content and creative direction
Crafted clear, professional copy that highlighted:
Bangalore’s scientific and academic ecosystem.
World‑class venues, connectivity, and ease of travel.
The potential impact on collaboration, research, and learning for dermatology in India.
Designed visually cohesive email headers, WhatsApp creatives, and simple infographics that could be easily viewed on mobile.
Ensured all communication remained neutral in tone while strongly making the case for Bangalore, in line with IADVL protocols.
4. Campaign operations and workflow
Managed end‑to‑end workflows: list preparation, segmentation logic, copywriting, creative approvals, scheduling, and delivery.
Timed communication around critical phases: pre‑poll awareness, voting launch, mid‑campaign re‑engagement, and last‑day urgency push.
Set up basic tracking and reporting dashboards for:
Email opens, clicks, and segment‑wise performance.
SMS and WhatsApp delivery and response indicators.
Correlation between communication bursts and observed spikes in voting participation (as shared by leadership).
5. Collaboration with IADVL leadership
Worked closely with IADVL decision‑makers and Bangalore bid proponents to:
Align on messaging guidelines and compliance.
Get timely updates on voting status and key dates to fine‑tune communication.
Ensure all outreach felt official, trustworthy, and representative of the association’s values.
Results
Bangalore won the bid to host Dermacon 2026, with leadership attributing the strong turnout and momentum in part to the sustained digital mobilization across Email, SMS, and WhatsApp.
Member engagement remained high throughout the two‑month window, with consistent visibility and reminders preventing voter fatigue or drop‑off.
The structured multi‑channel approach demonstrated that even professional, association‑driven elections can benefit from modern funnel thinking (awareness, engagement, and action)
Key Learnings
For professional bodies like IADVL, multi‑channel, segmented outreach is essential to reach diverse age groups and tech behaviors—email alone is no longer enough.
Consistent, on‑brand messaging that respects institutional tone can still be persuasive and action‑oriented when paired with smart timing and clear calls to action.
Close collaboration with leadership and transparent reporting turn a campaign from a “broadcast exercise” into a strategic lever that can meaningfully influence outcomes, as seen with Bangalore’s successful Dermacon 2026 bid.
More Works
(GQ® — 02)
©2024
FAQ
01
What does a project look like?
02
How is the pricing structure?
03
Are all projects fixed scope?
04
What is the ROI?
05
How do we measure success?
06
What do I need to get started?
2023
IADVL Dermacon Case Study
Willow Studio is a creative powerhouse blending art and innovation to craft stunning visual experiences. It brings ideas to life with elegance and precision.
Photography
Healthcare
Overview
IADVL (Indian Association of Dermatologists, Venereologists and Leprologists) invited members to vote for the host city of Dermacon 2026, with multiple cities in contention.
Bangalore’s bid needed not just visibility but active, timely participation from dermatologists scattered across geographies, age groups, and levels of digital adoption.
The Challenge
Mobilize dermatologists across India to vote in favor of Bangalore as the host city for Dermacon 2026.
Use a multi‑channel, data‑driven campaign to reach IADVL members where they were most active (Email, SMS, and WhatsApp)
Maintain professional, on‑brand communication aligned with IADVL’s guidelines and election norms.
Campaign Strategy
1. Multi‑channel outreach framework
Email (via Mailchimp): Long‑form, informative communication explaining why Bangalore was an ideal host—conference infrastructure, accessibility, academic strengths, and hospitality.
SMS: Short, time‑sensitive reminders tied to key milestones—voting window opens, mid‑campaign nudges, and last‑day “final call to vote” messages.
WhatsApp: Engaging, conversational updates using banners, creatives, and concise copy to build momentum and answer common questions about how and where to vote.
This mix ensured maximum reach regardless of members’ preferred channel or tech comfort level.
2. Segmentation and targeting
Member data was segmented and prioritized to improve relevance:
By city/region: Messaging emphasized local pride and representation, while still being inclusive of non‑Bangalore members.
By activity and past engagement: Highly active members received more detailed, strategy‑focused communication; less active members got simplified, benefit‑oriented nudges and clear instructions.
By role and seniority: Senior dermatologists, younger members, and academic leaders all received tailored messaging that acknowledged their influence and interests.
This segmentation ensured that each message felt relevant, not generic, increasing the likelihood of action.
3. Content and creative direction
Crafted clear, professional copy that highlighted:
Bangalore’s scientific and academic ecosystem.
World‑class venues, connectivity, and ease of travel.
The potential impact on collaboration, research, and learning for dermatology in India.
Designed visually cohesive email headers, WhatsApp creatives, and simple infographics that could be easily viewed on mobile.
Ensured all communication remained neutral in tone while strongly making the case for Bangalore, in line with IADVL protocols.
4. Campaign operations and workflow
Managed end‑to‑end workflows: list preparation, segmentation logic, copywriting, creative approvals, scheduling, and delivery.
Timed communication around critical phases: pre‑poll awareness, voting launch, mid‑campaign re‑engagement, and last‑day urgency push.
Set up basic tracking and reporting dashboards for:
Email opens, clicks, and segment‑wise performance.
SMS and WhatsApp delivery and response indicators.
Correlation between communication bursts and observed spikes in voting participation (as shared by leadership).
5. Collaboration with IADVL leadership
Worked closely with IADVL decision‑makers and Bangalore bid proponents to:
Align on messaging guidelines and compliance.
Get timely updates on voting status and key dates to fine‑tune communication.
Ensure all outreach felt official, trustworthy, and representative of the association’s values.
Results
Bangalore won the bid to host Dermacon 2026, with leadership attributing the strong turnout and momentum in part to the sustained digital mobilization across Email, SMS, and WhatsApp.
Member engagement remained high throughout the two‑month window, with consistent visibility and reminders preventing voter fatigue or drop‑off.
The structured multi‑channel approach demonstrated that even professional, association‑driven elections can benefit from modern funnel thinking (awareness, engagement, and action)
Key Learnings
For professional bodies like IADVL, multi‑channel, segmented outreach is essential to reach diverse age groups and tech behaviors—email alone is no longer enough.
Consistent, on‑brand messaging that respects institutional tone can still be persuasive and action‑oriented when paired with smart timing and clear calls to action.
Close collaboration with leadership and transparent reporting turn a campaign from a “broadcast exercise” into a strategic lever that can meaningfully influence outcomes, as seen with Bangalore’s successful Dermacon 2026 bid.
More Works
©2024
FAQ
What does a project look like?
How is the pricing structure?
Are all projects fixed scope?
What is the ROI?
How do we measure success?
What do I need to get started?