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Digital-Led Multiplatform Awareness Campaign
PARTNERSHIP GOALS
Spread awareness across all platforms around GSK's Ask2BSure initiative.
Educate audiences on meningitis B.
Use real-life doctors and survivors to tell their stories.
THE SOLUTION

In 2023, GSK, Syneos Health, Lifetime, Ad Sales Partnerships and Brand Marketing activated a custom, creative partnership across digital, social and linear footprints to spread awareness around GSK’s Ask2BSure meningitis B initiative. Hosted by Ask2BSure spokesperson Soleil Moon Frye, this campaign aimed to educate audiences and tell authentic stories. The partnership launched on digital first in a custom hub that housed an inspiring short film and short-form series, surrounded by social content and linear executions for a robust 360 campaign. Through this content we were able share authentic, raw, inspiring and educational information and stories for audiences to learn more about meningitis B.

CAMPAIGN HIGHLIGHTS

NON-TRADITIONAL

media partnership

DIGITAL + SOCIAL

platform led campaign

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TALENT

forward

POWERFUL

storytelling

SHORT FILM

17:00 Extended cut digital-first launch

3:00 Short film

CUSTOM DIGITAL HUB

Housed all custom video and editorial content on mylifetime.com

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TALENT

Soleil Moon Frye & Melissa Joan Hart

Advocates & Survivors: Katie, Allison, Meningitis B Action Project, Dr. Shakha Gillin

SOCIAL CAMPAIGN ON IG, TIKTOK, AND FB

SHORT-FORM SERIES

3×:60 series to surround short film: A Doctor's Advice, What to Ask Your Child’s Doctor, A Survivor’s Experience

PR + PUBLICITY

Picture: Soleil Moon Frye and Melissa Joan Hart Today show interview

SPONSORED LINEAR STUNT ON LIFETIME FEATURING CUSTOM CONTENT

SPONSORED E-NEWSLETTER DRIVERS

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ON-SITE ACTIVATIONS

Influencer screening event, Screenvision partnership, and trailer shown at select AMC theaters

CAMPAIGN CREATIVE

:60 Short Form Piece - What To Ask Your Child's Doctor

:60 Short Form Piece - A Survivor's Experience

I Never Thought to Ask: A Mom's Quest for Answers 3:00 Short Film

:60 Short Form Piece - A Doctor's Advice

CAMPAIGN RESULTS
*Source: Latitude Research 2023: Lifetime + GSK. Control (300) Exposed (1304) Brand awareness, ad awareness, favorability, association & attributes reflect top 2 box results (strongly/somewhat agree, very/somewhat favorable). *Statistical significance at 95% or higher confidence level. Lifts = the percentage point difference between Control and Exposed groups. Brand Awareness at least +24 pt lift; Ad Awareness at least a +27 pt lift; Favorability at least a +26 pt lift.
CAMPAIGN RESULTS
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*Source: Latitude Research 2023: Lifetime + GSK. Control (300) Exposed (1304) Brand awareness, ad awareness, favorability, association & attributes reflect top 2 box results (strongly/somewhat agree, very/somewhat favorable). *Statistical significance at 95% or higher confidence level. Lifts = the percentage point difference between Control and Exposed groups. Brand Awareness at least +24 pt lift; Ad Awareness at least a +27 pt lift; Favorability at least a +26 pt lift.