McCann Birmingham PR & Social
How does a condition go from being banished from polite conversation to being shouted from one of
culture’s most prominent stages? Publicis Health Media developed a robust content strategy to shift the
cultural discourse around menopause, removing stigmas to allow for greater understanding of the
prevalence and impact of the symptoms of menopause on the lives of millions of women each year. As a
result of this campaign, Vasomotor Symptoms of Menopause (VMS), more commonly known as hot
flashes and night sweats, went from the shadows to helping to inspire a commercial parody on SNL
approaching 1 MM views on YouTube, a cultural indication of its increased visibility in society.
There is no escaping the fact that a cancer diagnosis will change your life. It can challenge your identity, isolate the social and force even the most active to watch life through a window. It’s an experience that you can’t really comprehend unless you have lived it. The antidote to isolation is creating a community that understands and unites in ‘Facing Cancer Together’. Ultimately the new strategy is about growth for the charity so that it can support more people struggling with the physical and emotional impacts of cancer treatment. Social media marketing plays a crucial role in building growth for the organisation. How do we do this? Embody that friend who knows exactly what a cancer diagnosis and treatment is like. Ensure volunteers are front and centre of social media content - they are the lifeblood of the charity. Tell beneficiary stories to demonstrate togetherness and eradicate loneliness amongst the cancer community. Lift the lid on the charity’s workshops by providing practical guidance on beauty and grooming for during and after cancer treatment. And Lastly, leverage strategic use of social media advertising to reach relevant audiences. In just three months this social media strategy has generated: 702 volunteer leads and1,390 workshop attendee leads and reached 281,751 accounts and engaged 8,474 people.
Starry plugged into Hoops Culture to connect with the dynamic Gen Z audience. With the NBA partnership as a springboard, we brought charismatic players and two irreverent pieces of citrus together in this unique Mockumentary telling the shockingly “true” origin story of the biggest shot in the Game. Our goal was to burst onto the scene as the NBA’s official beverage partner and the champion of the beloved 3-pt shot. Our ambitions were high: we aimed for 5 billion+ impressions, an electrifying social buzz, and a 90%+ positive sentiment. Our strategy was built on two profound insights: the three-point shot's game-changing impact on basketball and the iconic status of NBA players who transcended the sport. Results not only met but far-exceeded expectations: within 24 hours, we had earned a staggering 2.4 billion impressions. Our main video soared with a record-shattering 8.3 million+ views on YouTube alone. Playoff game integration added layers of intrigue, fostering a remarkable surge in favorable opinion, even among proven competitors. This campaign authentically positioned Starry within the vibrant tapestry of Gen Z and Hoops Culture. Our NBA partnership was fortified, and the campaign demonstrated the transformative power of innovative storytelling and creative engagement. "3>2: A STARRY® Story" didn't just win hearts; it set a new standard for brand engagement across sports and Gen Z culture.
Unfortunately, the judges didn't think the entries in this category reached the standard they were looking for and therefore have not given any nominations. We can't guarantee feedback on specific entries but if you would like to know more about the judging process to help explain, then please let us know