Excellence in Social Media Strategy

Summary of work

Like millions of women around the world with chronic disease, world renowned tennis champion Caroline Wozniacki struggled with receiving a timely diagnosis and effective support of her chronic inflammatory disease.
Advantage Hers was co-created with Caroline to serve the unique needs of an underserved community of women living with a chronic inflammatory disease (CID) through education and empowerment. As a global, multi-channel, unbranded patient program launched during the COVID-19 pandemic, digital communication was absolutely necessary to deliver on the campaign’s primary objective: providing women aged 18-45 with a CID, with support and resources to help them understand their disease better, take more active roles in their care and improve conversations about their unique needs with their specialist.
The campaign launched directly to patients on 9 Sept 2020 in thirteen languages, with a further nine to come this year, and exceeded all pre-launch social/digital KPIs. The impact of Advantage Hers has been demonstrated throughout a community of over a quarter of a million people who are now engaged with this campaign and interacting with its content and resources, while millions more have seen our content across the globe.

Judges' comments

Advantage Hers was a smart campaign which used existing ecosystems for the benefit of patients, by leveraging a powerful ambassador effectively to co-create a campaign with strong implementations and good outcomes.