QUICK NAVIGATION
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.
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
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
: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
89%
said they appreciate Lifetime & GSK for supporting the Ask2BSure public health campaign
88%
said they appreciate GSK & Lifetime for bringing them this content
78%
said this campaign gave them a better impression of GSK
Digital TVE Ads P2+
4,763,894
Total impressions across digital TVE ads
Social P2+
3,776,965
Total impressions across social
Linear P18+
48,942,000
Total ROS impressions across linear
Ad awareness grew by
+27pts*
Brand awareness increased
+24pts*
Favorability improved
+26pts*
Brand association increased
×2
*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.