Awareness months don’t exist in isolation. Diabetes Awareness Month shares November with Lung Cancer Awareness Month, Epilepsy Awareness Month, National Alzheimer’s Disease Month and much more. Brands seeking to raise their profiles during a month have a lot of competition for attention. Dexcom’s attempt to break through the noise has earned it first place in the “Social Media Campaign” category of PR Daily’s 2018 Digital PR & Social Media Awards.
Dexcom enlisted its existing ambassador group—“Warriors”—to help raise awareness of the organization’s Continuous Glucose Monitoring (CGM) device. The celebrities among the group were tapped to kick off the campaign, which began with an invitation to share their best Warrior Call—which could be a scream, a snarl or even a smile—accompanied by the #WarriorUp hashtag.
The team of Dexcom communicators and representatives of the agency’s partners zeroed in on Facebook and Instagram as the best venues for the campaign, in which more than 28,000 Warrior Calls were shared by Ambassadors (each triggering a Dexcom donation to diabetes research). To support the campaign, the team created posts (paid and organic), four editions of a newsletter sent to Warriors, 25 versions of 14 videos, a library of photos for use in ads and Facebook posts, a radio and satellite media tour, media pitches and interviews.
The effort resulted in 66 news placements, more than 28,000 content shares via social media, 6 percent growth in Facebook followers and 21 percent growth in the number of followers on Instagram.
Congratulations to Dexcom and its Warriors.