DIGITAL ADVERTISING CAMPAIGN: VITILIGO
PROJECT 1:
JUMP TO: SUMMARY | STRATEGY | RESULTS | WHAT I LEARNED
Summary: I created content that celebrated vitiligo, leading to a 500% increase in results.
Client: pharmaceutical company enrolling clinical trial for those with vitiligo.
Strategy:
Many people celebrate and find confidence in their vitiligo, despite social stigmas and shame. From the beginning, it was important to me that I never suggest that their vitligo needed fixing.
Create content that raised awareness for an option for those with vitiligo, without shaming at all.
Source and manage UGC content from content creators, ensuring high quality of content.
Use eye-catching imagery of people with vitiligo smiling and enjoying life.
Results:
500% Increased enrollment results compared to previous vendor
Increased from 1.1 to 5.1 enrollments/ month compared to previous vendor
What I learned: You don’t always have to sell a problem. Treating people with respect is an ethical as well as effective strategy. My messaging resonated with actors I worked with to create content, which I considered a personal win.
Services: content strategy, paid advertising, paid social media campaigns, copywriting, video content, graphics design content