Strategically shocking

Scope: Concept - Video - Digital - Print - Social

✶ TELLY AWARD: SILVER x2
✶ VIDDY AWARD: PLATINUM
✶ MUSE AWARD: GOLD
✶ TITAN AWARD: SILVER

HerediGene is the largest genomic research study of its kind. It will improve the health and lives of countless individuals. The challenge, though, is to gather enough participants—500,000—during the 5-year study. We were tasked with developing a digital-only campaign to gather e-consent and generate blood draws from Intermountain's patient population.

THE PROBLEM

We all know no one wants to give their info online to a company, now imagine how few people want to give a blood sample. Convincing the public to be altruistic enough to drive to a hospital was the main challenge we faced. Additionally this campaign had a really tight budget, tight deliverables, and a tight timeframe. The perfect cocktail for non-traditional creative.

THE SOLUTION

Unavoidable reality. We wanted to confront the viewer and connect with them in a visceral real way by showing the damage that these diseases can cause. We created an evocative, consumer-centric campaign that used emotion to overcome participation barriers. This led to a consumer journey driven by a feeling of empowerment allowing the viewer to become part of the solution. We searched for real heroic survivors, who became evangelists creating content for news stations, social outlets and other media, further spreading the word.

Design Assets

THE RESULTS

It worked. Youtube videos had reached nearly a quarter of Utahns within the first six months. Visits to the site skyrocketed after the campaign launched our creative. Performance results survey showed the following:

An average of 95% enrollment leads have come from this creative.

324,421 Total unique visits to the landing page in the first 8 months.

271,000+ views on YouTube and positive engagement on social media.

30,000+ (and counting) participants have volunteered to join this life-saving study since the inception of the campaign.

Creative had an excellent engagement rate of up to 13% ER with an average of 9.7% ER.

Quality traffic is being driven to the site with an overall CTR of 1.8%, retargeting even higher at a 4.5% CTR.

"HerediGene has raised the bar by which all our creative should be measured.
We need to keep pushing like this."

- Marc Harrison, Intermountain Health CEO