The communication objectives of the campaign were to:
The mindset shift we were attempting to create was one of realization that instead of living with chronic pain and restricting activity, they should consider the treatment that Dara Torres & the patient ambassadors used successfully and get back to what they enjoy doing most. The intent of this change in the mindset was to persuade our target to seek out MACI instead of sticking with their current pain management routine and wait for a better treatment path.
Weekend warriors are motivated by the idea of a comeback. Having a variety of stories—from both an Olympian swimmer like Dara Torres and more relatable everyday patients—is an ideal way to add authenticity and to refresh the campaign. Now, more than ever, MACI will enable our target to get back to the top of their game, no matter what that game might be.
In addition to our spokesperson Dara Torres, we incorporated everyday patients into the distinct look and feel of the MACI campaign—striking black-and-white imagery with splashes of MACI yellow action lines. With this second iteration of the “It’s Your Move” campaign, we made these everyday people heroes alongside Dara as a way to extend the campaign, add authenticity to our story and continue to inspire patients to make their own comebacks with the help of MACI.
The It’s Your Move campaign effectively supported awareness, brand engagement, and consideration of MACI.
• Geo-targeted social, in-app Media placements & online video were highly effective in delivering impressions outpacing paid search & resulting in over 50% of total Find a MACI Specialist searches on the website
• Paid media was effective in driving brand engagement accounting for 83% of site visits and 63% of high-value actions.
• In a controlled social test across both awareness and conversion, ambassador & Dara content performed equally showing that there is a role for both in the It’s Your Move Campaign.