Cannes Lions

For Crying Gout Loud Social Campaign

CDMICONNECT, New York / ASTRAZENECA / 2016

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Overview

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Credits

Overview

Description

How do you get patients to engage in their disease when they don’t think it poses any risk?

That’s what we set out to answer when we launched the “Gout Is Serious” awareness campaign.

Our goal was to socialize the seriousness of the disease through “For Crying Gout Loud”—a confessional video series that takes a provocative yet entertaining approach to revealing the real impact of gout.

The 9 characters make up a cast of various personalities that are not only relatable but also provide a lighter atmosphere for starting and sharing the conversation.

Execution

The “For Crying Gout Loud” campaign launched on May 11, 2015 with Facebook at the center of the experience. The campaign is scheduled to run through 2016.

To ensure engagement, we used paid Facebook page-like ads as well as boosted posts. Disease information and seasonally based content helped to further the impact.

Outcome

The results for the “For Crying Gout Loud” social campaign have been extraordinary:

• Campaign engagement exceeded Facebook norms by 30x

• Overall reach on Facebook was over 3.2 million, with limited budget

• Our CRM enrollment beat our goal by 900%, with enrollment exceeding the year-end goal within the first month

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