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#24YouHaveThePower

by Burson Cohn & Wolfe for Pfizer Ltd


Summary of work

#24YouHaveThePower

Capturing the attention of adolescents is difficult at the best of times. Add medical advice and the words meningococcal meningitis into the mix and the challenge is even greater.

This was the task facing Pfizer and the BCW team needing to educate 15-24-year olds – the second highest at-risk group in the UK – to act in protecting themselves against the disease which can prove fatal within 24 hours.

The answer was #24YouHaveThePower. Acting on original Pfizer research revealing adolescents would listen and act on medical advice when it was delivered by their favourite vloggers and bloggers, we created a powerful social influencer campaign. The idea? If we couldn’t make them look up and listen, we would engage them via social media instead.

Using BCW proprietary tool TrufluenceTM, we applied a unique methodology to pinpoint the influencers most effective at engaging and motivating adolescents and their parents to act.

In a campaign first, Pfizer boldly granted full creative licence to ten influencers, armed with just five meningitis facts to help create authentic content with no paid promotion. The wide variety of social media content saw Pfizer engage more effectively than a pharmaceutical company could alone while complying with ABPI and social channel regulations.

The strategy paid off. #24YouHaveThePower smashed every success metric set.

Judges' comments

This is a fantastic initiative truly based on insights from the target audience about influence and behaviour. Using the influencers to develop their own content based on key messages is a brilliant idea to maintain authenticity and have real influence. It was well planned, well executed with a commercial metric which is rarely met and demonstrated so clearly as here. It employs a smart awareness strategy which leverages the right voices in a creative way.


Highly commended

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Finalists

Own Your Tone – Summer 2018 Campaign - by The LADbible Group for Cancer Research UK

Realising a Growing Opportunity: Attracting the Top Talent to Remain at the Forefront of Respiratory Health - by Edelman for AstraZeneca

Tackle TD - by Virgo Health for Bayer


Category Sponsors

Andrew Binns, Marketing Strategy Consultant – Communiqué Awards Judge

Key dates

Entry deadline 11 March 2021
Extended entry deadline 18 March 2021
(additional fee applies)
Judging days May 2021
Awards Ceremony 1st September 2021

Contact information:

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