Creative and Art Direction/Digital/Branding/Motion/360 Campaign
Creating a better Lungs&You community
through more social engagement.
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The Idea
2020 left many of us feeling isolated and searching for ways to reconnect with a larger world that no longer felt safe. This sense of detachment and potential bouts of depression were unfortunately not new for our Lungs&You audience. Their symptoms already leave them on the sidelines, and now, compromised lungs keep them even further away from their loved ones in our new reality.
As we saw our audience’s needs evolve with urgency in 2020, we recognized an opportunity to foster a more robust community on a social platform they already spent much of their time on and provide the meaningful connections, advice and empowerment they needed.
Since launching the Lungs&You Facebook page in September of 2020, the conversation that it’s created on our page has allowed our audience to start to find the community that they’ve been seeking out. In the first 4 months, our posts reached over 1M people, with an 81% increase in page followers in the last month of the year alone.
Promoting posts not only drove high visibility for Lungs&You but also strong engagement rates. On average, promoted posts’ engagement rates were double that of organic posts, around 20%, and were fueled by our audiences’ heavy sharing and comments . These promoted posts also translated to high engagement on our website, with visitors who reached the site through our Facebook posts spending 2-3x the average amount of time on our site than our benchmark of 2:40.
The response to launching the Lungs&You Facebook page has been so rewarding for many reasons and the resulting momentum will drive our continued efforts to connect more deeply with this community as the campaign continues to evolve and grow.
TEAM
Agency: Wunderman Thompson
Associate Creative Director/Art Director: Nathan Gomez
Design/Animation Lead: Nathan Gamson
Copywriter: Lori Moore
Strategy: Khushboo Choksi