Recruitment, awareness, and engagement campaigns are frequently used tactics at Health Union. Every site runs at least 3–6 internal digital campaigns a year. I've highlighted a few favorites. These are always a collaborative efforts between the content, social, media, and creative teams.
The Plaque Psoriasis audience we sought for engagement and social growth seems to react and enjoy psoriasis memes. So, to grow the community and not have to worry about copyright or creator credit issues, we created unique memes to share on social media. We also made an editorial post to host the memes, but driving to the site was not the goal
Results: 5% social growth on instagram and slightly less on facebook.
Brand (or condition) Awareness
Lupus.net runs a brand and community awareness campaign every May that coincides with the nationally recognized Lupus Awareness Month. The goal is social growth, engagement, and email acquisition. The tactics used were onsite editorial content, social posts, a giveaway, and highlighting user-generated content.
Results: 4% social growth. 1% growth in email leads. 10% engagement improvement