The Magic Tree App is the first of its kind, created for children ages 5-8 who have a mother with breast cancer. The app allows parents to talk to with their children about the diagnosis through games, videos and other educational tools. The client was looking to drive awareness and downloads in the U.S. in March 2018.
The App was developed with input from patient advocacy groups and breast cancer experts. The Client learned that parents, specifically mothers with Breast Cancer often have difficulty discussing their diagnosis with their young children. While the Magic Tree App seeks to ease that conversation and help children understand their mother's diagnosis, the client needed a way to efficiently and effectively reach this audience.
In order to efficiently and effectively reach the core audience – patients with Breast Cancer, specifically those with an MBC diagnosis, and their spouses/partners with children aged 5-8 - we collaborated with the Client to create and execute a multi-faceted social media campaign across Facebook, Instagram, Twitter, and breast cancer influencer blogs.
Tactics of the social media campaign were two-fold: A Consumer Blogger Campaign and an App Install Campaign.
Consumer Blogger Campaign
App Install Campaign
While traditional metrics exceeded expectations almost completely across the board (please see supporting materials for specific metrics), the multi-pronged approach resulted in a successful campaign execution that brought the unmet need to life and offered patients an important tool to meet these needs in an accessible and cost-effective way.
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