Almost every newly diagnosed breast cancer patient faces the difficult decision of whether or not to undergo chemotherapy. Many women undergo this intense treatment with minimal, if any, benefit. For some types of breast cancer, only 4 in 100 women will benefit from chemotherapy – and Genomic Health’s Oncotype DX test is the only test that can help them find out if chemotherapy is their best treatment option. Despite this, on average 2 in 5 eligible patients do not get the Oncotype DX test.
Inspired by the beautiful scarves that many women with breast cancer wear, we created the client’s first direct-to-consumer (DTC) campaign, including a television spot, billboard, and social media campaign.
We adapted the national television ad into a viral video, which we launched during Breast Cancer Awareness Month and it has over 70k views to date. The team also leveraged the uniqueness of the scarves we featured throughout the campaign and designed 19 scarf images for Facebook fans to upload as their profile pictures. Nearly 1,000 fans participated, and over 200k people saw the photo album with a 20.4% click-through rate, helping push the page's fans to over 100k.
As social media agency for one of America’s most beloved and iconic brands, WCG is responsible for strategically building and growing the fan base for Reese's Peanut Butter Cups through sustainable engagement programming across all of its social channels. The end goal was to raise brand awareness and interact with the right consumers online to create brand advocates based on data and analytics.
The WCG team conducted extensive online analytics research for the brand, including a Conversation Blueprint, to learn who is talking about Reese's, where the conversations are happening, and what is most important to the customer. This research created a framework that allowed us to develop a campaign and strategy that lead to optimized reach and serious engagement.
Using the learnings from the Conversation Blueprint, the brand team was surprised to learn that more than 40% of the online brand conversation was related to recipes, unusual for a fast-moving consumer goods brand like Reese's. The research also showed the brand’s sports-related content was better suited to Twitter. Based on this knowledge, we utilized consumer-generated recipe content, along with other insights-based content elements to nearly double the number of Facebook fans (~ 6mm to 11mm+); all without an ad spend.
The next generation of PCs blends the mobility of tablets with the power and functionality of laptops. Tangentially, the next generation of music is a blend of instrumental experimentation and digital mastery. HP’s newest PCs are the perfect solution for a sophisticated and capable demographic. In order to amplify its message, HP tasked WCG to bring next generation marketing to life.
HP’s “2Days Beat” featuring Clams Casino was massive, and it was clear that our agency partners, along with a crack team of producers, had established something special. The approach of “build it and they will come” was boosted by two media activations: a promoted trend on Twitter and two-day masthead takeover of YouTube with live streaming content for five hours each day.
For two days, producer Clams Casino and hip-hop artist Vic Mensa would be taking user cues and verbiage submitted via YouTube to develop a crowd-sourced song. Using live components, WCG teams created 189 pieces of content, including: 44 custom images, 9 Instagram videos and photomosaics, and 6 Vines in two days. Our efforts drove 20,000+ views with 228+ million paid and organic views on Twitter. There were over 12,000 clicks on Twitter links, two-times the normal Instagram engagement, three-times the normal Instagram comments, and the best day of engagement via Vine in HP’s history with the platform.