For World Psoriasis Day: target the general public and raise awareness of the disease
Inform people of the impact psoriasis can have on patients’ happiness in their daily lives
Raise the laboratory’s profile and promote its expertise among healthcare professionals
Make the brand more appealing to professionals
STRATEGY
Development of a 100% digital campaign to promote World Psoriasis Day and the LEO Pharma laboratory
Creation of three “lifestyle” visuals with high-impact claims
Creation of a landing page for the happiness meter, via which Internet users show their support for people with psoriasis by offering a “happiness donation”
THE TEASER
Campaign teaser on Facebook, Twitter and Instagram: publication of campaign visuals without any mention of psoriasis
Objectives: pique people’s curiosity and encourage them to click on the posts
THE BIG REVEAL
The three teaser visuals posted the previous week are “revealed”, but this time psoriasis is mentioned
Launch of the landing page and publication of GIF ads on the happiness meter via social networks
Creation of a video with motion graphics for in-house teams to motivate them to promote the campaign
COMMON THREAD
Posts on the various Leo Pharma social network accounts, liking and sharing of all mentions of the campaign
Promotion via Twitter to target both the general public and healthcare professionals: messaging with a serious and corporate tone in keeping with the laboratory style, but also a direct approach to encourage interaction and sharing of posts
Promotion via LinkedIn to increase the laboratory’s appeal and highlight its actions among healthcare professionals: messaging with a professional but friendly tone to showcase the laboratory and its internal and external actions, as well as its teams
Media promotion of posts to boost content reach and encourage interaction
Press relations to boost mentions on the actual day and attract a larger audience
KPIs – A success story
2,866,425 impressions
37,788 clicks
80% of Twitter traffic on this issue, with 2,269 tweets about LEO Pharma and the happiness meter
