Non-small cell lung cancer is the most common type of lung cancer (80-85% of all lung cancers are NSCLC). Adapting to life after a lung cancer diagnosis can be a difficult new reality, filled with challenges. However, lung cancer research has led to important advancements, like biomarker testing, to help determine which treatment options may stop lung cancer from growing or spreading.
To generate awareness around the importance of biomarker testing in a lung cancer diagnosis, AstraZeneca’s TAGRISSO collaborated with Jason Day, whose mother was diagnosed with stage IV non-small cell lung cancer, to create Getting Out of the Rough, a 6-part video series featuring some of Jason’s friends and family, including Julie Bowen, Anthony Anderson, Bellamy Young, Shawn Achor, Dr. Mark Socinski, and his mother, Ellie Day. The video series discussed the importance of mental health, teamwork, caregiving, and how comprehensive biomarker testing can help those with a lung cancer diagnosis.
AstraZeneca, alongside CMI Media Group, JPA Health and MC3, launched an unbranded multi-platform paid social campaign with the goal of generating mass awareness around biomarker testing among lung cancer patients and their caregivers, driving them to the Getting Out of the Rough video series.
Strategy
- Generate mass awareness and educate lung cancer patients and caregivers around the importance of biomarker testing prior to determining the most effective lung cancer treatment
- Connect with lung cancer patients and caregivers through relatable video content amplified by relevant celebrity voices to increase the likelihood of engagement
Execution
CMI Media Group launched the “Getting Out of the Rough” paid social campaign during the height of golf season, leveraging TAGRISSO’s unbranded social media accounts and a variety of campaign objectives.
- Generating Awareness: Brand Awareness ads leveraging 15-second teaser videos ran on Facebook, Instagram, and Twitter ahead of each new video release for 2 weeks
- Driving Traffic: Following the Brand Awareness ads, users that had previously engaged with these teaser videos were served ads optimized for Website Traffic on Facebook, Instagram, Twitter, and Reddit. These ads drove users to the full-length videos on DiagnosisStories.com as they were released every three weeks
- Celebrity Amplification: The campaign included both organic posts and paid ads in partnership with celebrities Jason Day, Julie Bowen, Anthony Anderson, and Bellamy Young to further amplify the campaign messaging and to promote their respective videos from their own social media accounts
- PGA Amplify Sponsorship: The agency launched a PGA Amplify Sponsorship campaign optimized for pre-roll views on Twitter that ran for four weekends during the PGA Tour playoffs. A 6-second video ran ahead of brand-safe content on the official PGA Tour Twitter account resulting in 9.3M impressions and a pre-roll view rate of 42.2%
- Comprehensive Targeting: Campaign targeting included interest-based golf and relevant celebrity audiences, lung cancer patients and caregivers, website retargeting, platform engagement retargeting, and their respective lookalike audiences
- Timely Creative: Custom content was created to amplify messaging from the celebrity accounts during key time periods, including the PGA Tour playoffs, World Lung Cancer Day, and Lung Cancer Awareness Month
- Multiple Ad Placements: To increase reach, the campaign leveraged a variety of ad placements, including In-Feed, Stories, Pre-Roll, and Carousel formats
The Getting Out of the Rough paid social campaign was highly effective in generating mass awareness, resulting in 77.5 million impressions. The campaign also successfully reached lung cancer patients who were engaged with the content and looking to learn more. Of the users who visited DiagnosisStories.com from the paid social ads, 4,363 later visited an oncologist, accounting for 74% of total oncologist visits from the overall campaign efforts.
The multi-platform paid social campaign successfully generated:
- 77.5M total impressions
- 301K website visits on DiagnosisStories.com
- 2.4M video completions
- 17% average engagement rate
- 0.93% average click through rate
Celebrity amplification powerfully impacted results:
- 24% engagement rate (+60% higher vs. posts from the brand accounts)
- 1.40% click through rate (+51% higher vs. posts from the brand accounts)
The campaign outperformed Tagrisso’s 2021 unbranded biomarker testing campaign on the same channels:
- Facebook Engagement Rate increased by +128%
- Instagram Engagement Rate increased by +87%
- 1.1M Twitter users watched at least 75% of the videos, resulting in a +50% Engagement Rate increase
