Rare Disease Day 2017: #RareCount

rarecount portfolio

Project: Rare Count Campaign for Rare Disease Day 2017
Role: Project Lead, Content Creator, CMLR approvals

In February of 2017, I launched the “Rare Count” campaign in honor of Rare Disease Day and the 350 million people worldwide living with rare diseases (which equates to nearly one in 20 global citizens).

The Rare Count campaign highlights the under-recognized prevalence of rare diseases and applies the “one in 20” rare disease statistic to calculate the potential number of contacts in a user’s personal social network who could be living with a rare disease. The shareable result represents the user’s “Rare Count” and underscores the potential personal impact of rare diseases. Anyone could go to the campaign landing page to calculate and share their individualized Rare Count through Facebook, Twitter or LinkedIn.

For every person who participates, Shire also pledged to contribute $1, up to $10,000 to each of the following umbrella patient advocacy groups focused on rare diseases: National Organization for Rare Disorders, Global Genes and EURORDIS (Rare Diseases Europe).

Campaign Deliverables:

  • Campaign landing page
  • Digital plasma and print pop up banners for internal promotion
  • CEO email and downloadable email templates to encourage participation
  • Postcard leave behind for field use
  • Rare disease infographic with focus on Shire’s R&D efforts
  • Full social media cascade
  • Intranet toolkit of all campaign materials for download and dissemination
  • Paid strategy and buy including twitter ads, Facebook in feed and right rail advertising and mobile banner ads
  • Activity tracker to track and measure internal Rare Disease Day participation and engagement

PERFORMANCE:

Finalist for a 2017 MITX Award in the Healthcare, Wellness & Pharmaceutical Marketing category:
http://mitxawards.org/marketing-finalists

Excellent Conversion Rate: 
43% of users who visited the site calculated a Rare Count

Excellent Share Rare:
 14% of users shared their result. On average, each share on social media brought in 4 new visitors to the Shire landing page, resulting in an extraordinary 47% of visitors originating from a shared link.

Strong Global Reach:
While the US accounted for 66% of users sessions, we received traffic from 68 different countries.

50% mobile:
More than half the users visited on mobile devices and 66% of Rare Counts were created on mobile devices.

See the #RareCount engagement here

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