case study
KABLOOM CSR: BRAND-NEW ADVOCACY DAY ACHIEVES 6.5 MILLION HASHTAG IMPRESSIONS AND 6,500 FOLLOWERS AFTER 3 EDITIONS
Written by the CEO of Kabloom, Richard Torriani. Updated on June 7th, 2024.
A new initiative focused on raising awareness that young people get rheumatic diseases too was established in 2019. Without an established community, databases or brand identity, Kabloom was approached to assist WORD Day to establish a presence online and facilitate engagement around the awareness campaign, while establishing a strong community to advocate the cause for future editions.
Kabloom was initially contracted to manage the social media accounts for 3 months, but through the years, actively broadened its involvement to comprise developing a new website, acquiring a monthly Google Fund, facilitating a social media challenge called the #buttonchallenge, database management, digital advertising, email and affiliated promotions, a webinar series promotion (and more). Such broadening allowed for an optimized and aligned user journey across all communication channels – a key driver of the long-term success attained.
Case summary: WORD Day built from scratch to 6,550 followers
WORD Day was created in 2019 to raise awareness that young people get rheumatic diseases too. It started with no community, no database and no brand identity, and asked us to build its online presence and a community that would advocate for the cause in future editions.
What we did
We were first contracted to manage social media for three months. Over three editions our role grew into a full 360 marketing package: a new website, a monthly Google grant, the #buttonchallenge social media challenge, database management, digital advertising, email and affiliated promotions, and promotion of a webinar series. We also coordinated cross promotion through the patient groups and rheumatology associations we work with.
The results
After three editions the campaign had generated 6.8 million impressions over seven months, the hashtag was seen 6.5 million times on Twitter during seven months of active promotion, and WORD Day reached 6,550 social media followers.
Why it worked
Managing every channel let us keep one brand and one message from year to year, so each edition built on the last. Our rheumatology network multiplied reach, and detailed impact reports showed sponsors the value of their investment, which supported renewed sponsorship.
FAQ
How do you launch an awareness day with no existing audience?
Build the brand and the channels together, then grow them edition by edition. WORD Day went from no community to 6,550 social media followers and 6.5 million hashtag views on Twitter over three editions.
Why does a single agency across all channels help an advocacy campaign?
It keeps messaging and branding aligned across social, web, email and ads, which drives year on year growth and makes impact easier to report to sponsors.
7 months
followers
Organizer
WORD Day
Target audience
Juvenile rheumatic disease patients, friends and family, health providers, specialists, nurses and paediatricians
Objective
Raise awareness that young people get rheumatic diseases too.
Services provided
- 360 marketing package
An incremental 3-year digital and social media advocacy advertising plan has allowed for exponential growth across the WORD Day communities and dedicated initiatives:
Strong brand identity and alignment across channels: Having managed all online channels of WORD Day, Kabloom is able to align across all channels from a messaging and branding level, which allows for year-on-year growth and advocacy.
Activating Kabloom’s network of Associations and communities: Having worked on various rheumatology events, Kabloom coordinated cross promotion of key messages through patient groups, emailers, webinar partnerships etc.
In-depth reporting to ensure renewed sponsorship: Kabloom is able to share impact reports of campaigns active during the promotion, demonstrating the value and successes of the day and investment.
