Project: Rare Count Campaign for Rare Disease Day 2017
Role: Project Lead, Content Creator, CMLR approvals
In celebration of the 10th annual international Rare Disease Day, sponsored by the European Organization for Rare Diseases (EURORDIS) and the National Organization for Rare Disorders (NORD), Shire launched the “Rare Count” campaign to raise awareness of the 350 million people worldwide living with rare diseases – which is nearly 1 in 20 global citizens.
The “Rare Count” campaign highlighted the under-recognized prevalence of rare diseases by applying the 1 in 20 rare disease statistic to a user’s personal social network. Shire created a Rare Count calculator to determine how many people in a user’s social network could be living with a rare disease – their Rare Count. Anyone could go to the campaign landing page to calculate and share their individualized Rare Count through Facebook, Twitter or LinkedIn. Sharing individual Rare Counts through social media channels was a simple and effective way to raise awareness of the magnitude of rare diseases and their potential impact on a person’s life.
For every person who participated by sharing their Rare Count, Shire pledged to contribute $1, up to $10,000, to EURORDIS, NORD and Global Genes, three of the leading rare disease patient advocacy organizations in the world. This resulted in a $30,000 donation, $10,000 to each organization, at the end of the campaign.
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:
Winner of two 2017 MITX Awards
FIRST PLACE: HEALTHCARE, WELLNESS & PHARMACEUTICAL MARKETING
Digitally-enabled, health conscious consumers are expecting more than ever. Entries in this high-growth category demonstrate their innovation in marketing fitness, health and wellness products, services, information resources and/or facilities.
FIRST PLACE: DIGITAL CUSTOMER EXPERIENCE AWARD
Customer experience is a vital strategic driver for all businesses. It involves the “cumulative impact of multiple touchpoints” over the course of a customer’s interaction with an organization. Some companies are known to segment the customer experience into interactions through the web and social media, while others define human interaction such as over-the-phone, face-to-face and other interactions as part of their whole customer experience. This award recognizes those organizations that have found a way to deliver a dynamic customer experience through digital channels.
Shortlisted for 2017’s Corporate Social Media Awards by Incite Group in the Best Social Media Campaign category:
http://www.incite-group.com/events/awards/awards-shortlist.php
Excellent Conversion Rate:
43% of users who visited the site calculated a Rare Count
Excellent Share Rate:
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.
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