For Cervical Cancer Prevention Week, Hologic, a population screening technology company, wanted to celebrate the essential, yet often underplayed, role that lab professionals play in preventing cervical cancer in order to elevate the company’s reputation as a leader in cervical health and step-change customer advocacy. Recognising that every diagnosis is a defining moment for the women affected by this disease.
As part of our Defining Moments campaign platform, we launched a European marketing strategy to support a highly targeted paid LinkedIn campaign across eight markets to engage and ask lab technicians and managers to share a moment that had been defining to their role in cervical health prevention. Each moment was submitted via the campaign landing page and generated a donation to a local cervical cancer charity. From processing their first sample to educating GPs, every moment was considered a milestone.
The campaign also created a catalyst for internal employee engagement with Hologic staff submitting their own personal stories. This provided a focal point for office celebrations and user generated social media content, made all the more distinctive via the creation of a Cervical Cancer Prevention Week Facebook filter.
Our LinkedIn campaign delivered 1.7M impressions to an extremely relevant, niche audience, with 11,414 social media engagements in total. We achieved a global engagement rate of 0.68% (vs 0.43% LinkedIn benchmark).
Over 130 moments were submitted, including compelling customer testimonials, sparking dialogue and strengthening relationships with key lab stakeholders. Our campaign webpage achieved over 6,500 page views in a three week period – on a par with the global Hologic website and over £1,000 was raised for cervical cancer charities across EMEA.