Gold Award for Social Media Campaign
Agency: JPA Health
AstraZeneca wanted to ensure that patients who might have EGFR+, a type of lung cancer, received a complete diagnosis before initiating treatment. #MyFollowThrough’s goal was to generate awareness and drive learning about biomarker testing via 3 million impressions across social media, 500,000 social media engagements and 5,000 website visits. The influencer social media campaign, which tapped celebrities and micro-influencers representing at-risk communities, reached 4.1 million people and engaged 1.3 million. The website attracted more than 8,000 visits.