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.
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