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World IBD Day marks an important date in the calendar for Celltrion Healthcare, which has a strong commitment to supporting people with inflammatory bowel disease (IBD). We went to Celltrion Healthcare with our thoughts on how we could leverage this important milestone for 2023.
Their objectives were twofold: to strengthen Celltrion Healthcare’s brand awareness, maintaining their reputation as a leading company in IBD, and strengthen relationships with key stakeholders, including IBD patient groups, clinicians, and the media.
Action
We therefore considered how we could work with key partners, the European Federation of Crohn's & Ulcerative Colitis Associations (EFCCA), to deliver the campaign most effectively. The theme they had selected for World IBD Day 2023 was ‘IBD has no age’.
Based on inspiration from the ‘Where’s Wally?’ series, we created the interactive, visual, and shareable campaign – ‘Where’s CC (Crohn’s & Colitis)?’. The campaign used real-life patient insights to shine a light on how IBD impacts people throughout their lives.
Deliverables were created in collaboration with EFCCA and included a campaign microsite – where users could play a game to spot the ‘CC’ patient in busy environments and download informative patient resources. We also conducted a global media sell-in to secure coverage, and a bespoke paid social media campaign to drive traffic to our site.
Impact
The campaign exceeded expectations and KPIs, generating significant and sustained interest amongst the IBD patient community. We reached over 550 million people through a global media sell-in, featuring a real-world patient case study, including a feature in a leading UK national newspaper. The campaign continues to be highly engaged with on social media, with a total of 263,000 impressions (and counting). The microsite received visitors from 10 countries and over 1,300 page views.