THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

See previous winners and honorees here.</a>"> Auto See previous winners and honorees here.</a>"> Beauty See previous winners and honorees here.</a>"> Business to Business See previous winners and honorees here.</a>"> Consumer Brand See previous winners and honorees here.</a>"> Education See previous winners and honorees here.</a>"> Entertainment See previous winners and honorees here.</a>"> Financial Services See previous winners and honorees here.</a>"> Fitness, Health, & Wellness
<br>See previous winners and honorees here.</a>"> Food & Beverage
See previous winners and honorees here.</a>"> Gaming See previous winners and honorees here.</a>"> Government & Politics See previous winners and honorees here.</a>"> Hospitality See previous winners and honorees here.</a>"> Insurance See previous winners and honorees here.</a>"> Live Events See previous winners and honorees here.</a>"> News & Media See previous winners and honorees here.</a>"> Non-Profit See previous winners and honorees here.</a>"> Pets & Animals See previous winners and honorees here.</a>"> Pharma & Healthcare See previous winners and honorees here.</a>"> Real Estate See previous winners and honorees here.</a>"> Restaurants See previous winners and honorees here.</a>"> Retail & E-Commerce See previous winners and honorees here.</a>"> Social Activism See previous winners and honorees here.</a>"> Sports See previous winners and honorees here.</a>"> Technology See previous winners and honorees here.</a>"> Television See previous winners and honorees here.</a>"> Travel & Tourism See previous winners and honorees here.</a>"> Wine, Beer & Spirits

Strategy & Engagement

See previous winners and honorees here.</a>"> Brand Partnership See previous winners and honorees here.</a>"> Call to Action See previous winners and honorees here.</a>"> Community Management See previous winners and honorees here.</a>"> Creative Use of Technology See previous winners and honorees here.</a>"> CTV/OTT See previous winners and honorees for Insights and Trends here.</a> <a href=https://shortyawards.com/9th-impact/"https://shortyawards.com/category/16th/data-visualization">See previous winners and honorees for Data Visualization here.</a>"> Data & Insights See previous winners and honorees here.</a>"> Earned Media See previous winners and honorees here.</a>"> Event & Experiential See previous winners and honorees here.</a>""> Gamification See previous winners and honorees here.</a>"> Humor See previous winners and honorees here.</a>"> Innovative Media Buying Strategy See previous winners and honorees here.</a>""> Integration with Traditional Media See previous winners and honorees here.</a>"> Internal Communications See previous winners and honorees here.</a>"> LGBTQ Community Engagement See previous winners and honorees here.</a>"> Micro-Influencer Strategy See previous winners and honorees here.</a>"> Multicultural Community Engagement See previous winners and honorees here.</a>"> Music & Dance See previous winners and honorees here.</a>"> On a Shoestring See previous winners and honorees here.</a>"> Organic Promotion See previous winners and honorees here.</a>"> Paid & Amplification See previous winner and honorees here.</a>"> Physical and Digital Convergence See previous winner and honorees here.</a>"> Public Service Announcement See previous winners and honorees here.</a>"> Real Time Response See previous winners and honorees here.</a>"> SEO & SEM See previous winners and honorees here.</a>"> Social Commerce See previous winners and honorees here.</a>"> Storytelling
From the 9th Annual Shorty Impact Awards

AbbVie ARC: Fostering Community Through Research Recruitment

Silver Honor in Multi-Platform Campaign

Audience Honor in Multi-Platform Campaign

Objectives

Suffering from a chronic disease is physically and emotionally draining. When that disease is highly personal and rarely discussed publicly, it can be isolating. So, ensuring patients feel seen, heard, and connected is that much more important, particularly in the search for improved care. It’s for these reasons that AbbVie approached FleishmanHillard (FH) to help them reach, engage, and recruit endometriosis patients to join the AbbVie Research Collaborative (ARC).

Prior to this request, ARC had worked with FH on a similar campaign focused on reaching patients experiencing migraine headaches - a campaign that outperformed expectations. Encouraged by this success, the ARC team turned their attention to a high-priority disease state that had been particularly difficult to reach: endometriosis. Campaign investment levels were increased and expectations were high. However, FH knew that such a drastic change in the patient audience population required a new strategic approach, for a few reasons:

Considering these elements, the FH team began crafting a unique paid media strategy aiming to drive lead generation and provide endometriosis patients with a sense of connection and community they may have never experienced.

Strategy and Execution

The FH team dove into endometriosis patient audience research to better understand the preferences and media channels these patients prefer, while also being effective channels to deliver ARC’s message and content. The resulting analysis led to a media mix leveraging and integrating five different platforms. More importantly, the analysis led to the creation of a custom third-party-data-based audience crafted using OPRG’s (Omnicom Public Relations Group) proprietary tool: omniearnedID. This tool allowed the FH team to build a singular audience which would be directly activated across all the following platforms to create surround sound:

Results

The resulting campaign showcased the power of first nurturing an audience and then asking for their time/information. As each stage of the campaign launched (awareness, traffic, conversion), registrations increased month-over-month while costs-per-registration continuously decreased (Chart 1).

Key learnings were uncovered that could be leveraged across future campaigns:

The campaign was successful in driving a high quantity of high-quality leads to ARC – helping build a community of patients for future research and collaboration. More importantly, the campaign facilitated a space and opportunity within organic social media conversations for patients to find others who could empathize with their experience – leaning on them for support. While the lead conversion results were exciting, exchanges like the screenshots attached are what campaigns like this are all about.

Media

Entrant Company / Organization Name

FleishmanHillard, AbbVie Research Collaborative

Link

Entry Credits