In the world of global healthcare, nothing is more important or influential than the patient. That’s why a poor social media content campaign can do as much damage to a healthcare brand than it can good. And that’s why we approached Medtronic — a company that makes pump therapy devices for Type 1 Diabetes patients to help them manage their fears around hypoglycaemia — with an idea that would speak to the patient compellingly, passionately and proactively.
Entitled #HYPOHEROES, the team at our sister agency Bigkid conceived and executed an entire campaign in partnership with the Medtronic marketing team, designed to educate, empower and inspire people with diabetes to learn more about the impact of hypoglycaemia and how it can be better managed during everyday situations. Coinciding with World Diabetes Day, and comprising video, print and digital interactive content, #HYPOHEROES was launched across 11 countries and promoted through Facebook, Instagram, Twitter and YouTube.
The campaign didn’t just start a conversation around key T1D topics such as food and alcohol, tiredness, driving, children and sleep – it owned the conversation, making a significant, positive impact on awareness of the Medtronic brand around the world. Creative highlights included a unique suite of CEROS digital infographics, the Ordinary People, Extraordinary Lives video and our avatar generator for patients to share their very own #HYPOHERO across social media and other channels.
The campaign didn’t just start a conversation around key T1D topics such as food and alcohol, tiredness, driving, children and sleep - it owned the conversation.
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