Increasing awareness of diabetes through social engagement

JDRF is the leading global organisation funding type 1 diabetes (T1D) research.

Their goal is to progressively remove the impact of T1D from people’s lives until we achieve a world without T1D.

JDRF has funded nearly $2 billion in research to date and made significant progress in understanding and fighting the disease.

The brief

In support of National Diabetes Awareness Month (NDAM) and World Diabetes Day, JDRF launched a nationwide campaign ‘T1D Looks Like Me’  to raise awareness, gather support, and recognize the 1.25 million Americans, their families, and caregivers affected by T1D.

Jellyfish provided the strategy for social outreach, advertising, and email marketing, as well as developed the creative look and feel for all of the social properties leading up to and during NDAM. Jellyfish and JDRF utilized Thunderclap which shares a single message, flash mob-style through Facebook, Twitter, and Tumblr. The platform allows supporters to sign up in advance, and then blasts a unified message from each account at the same time, flooding news feeds with the JDRF message. Jellyfish and JDRF also utilized an email marketing campaign to reach supporters prior to NDAM.

The social strategy focused on re-engaging previous supporters. Through Brandwatch, we were able to gather insights on previous JDRF social campaigns and analyze relevant conversations and keywords. Our team then ran Facebook and Instagram ads targeting audiences of consumers who liked JDRF, their friends/followers, and those who like similar causes. The reach was extended to new audiences and users that were discussing related topics.

Group of people
3.5MSocial reach through Thunderclap
1.1Mreached through organic activity
145KLaunch day page views

The objectives

After initial approach and discussion, the client set the following objectives:

  • Create the overall creative look and feel including creative assets for all social channels
  • Develop social advertising strategy
  • Produce email creative and copy
Type 1 Diabetes looks like me

“We are grateful for companies like Jellyfish whose generous support helps bring the necessary attention to this devastating affliction. We are committed to working with communities nationwide to create a world without T1D.”

Anne Bergquist JDRF SVP of Marketing and Communications

The solution

With strategy and support from Jellyfish, JDRF far exceeded their campaign goals and increased awareness and reach as compared to the previous years’ results.
Utilizing Brandwatch, we identified nearly 700 influencers that participated in the prior year’s campaign or that have already engaged in diabetes-related dialogues. Within the list of master influencers included nearly 150 verified twitter users, including 25+ notable JDRF celebrity advocates.
Through Thunderclap, JDRF was able to nearly triple their initial goals, with a final social reach in excess of 3.5 million. On November 1st alone, Thunderclap campaign generated more than 145,000 page views of JDRF.org/T1DLooksLikeMe. That is more than the monthly average for the entire site.

During the 2015 campaign, the JDRF Facebook page reach almost twice the number of people and brought in 70% more page likes than in 2014. During the week of World Diabetes Day, the JDRF Facebook page had almost double the engagements of other Diabetes awareness groups, despite the fact their following is almost 5 times the size of JDRF’s.

Type 1 diabetes Campaign page
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