MEDTRONIC WORLD DIABETES DAY WECHAT CAMPAIGN

How do you use WeChat effectively to raise the awareness of World Diabetes Day and to spread the knowledge of diabetes?

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Challenge

World Diabetes Day (WDD) falls on November 14.  The theme of 2014’s World Diabetes Day is "Healthy Diet and Diabetes", which aimed to raise the global awareness for diabetes and the important of healthy diet for diabetic patients.

The objective of the campaign is to raise the awareness for WDD in China and to raise the awareness of the disease.



Approach

We launched the "Blue Circle" campaign to spread the knowledge of diabetes and healthy diet for all the diabetic patients and their loved ones.

Leveraging the logo of WDD, which is a blue circle, we asked participants to take a photo of any “circle” around them and upload the photo to the campaign platform via Medtronic WeChat.  Medtronic will choose the most creative photo on a daily basis and the winner will receive a prize.



Expertise

  • Social Media Marketing
  • Social Media Campaign ideation
  • WeChat management
  • Visual design
  • Copy writing
  • Campaign Analytics

Results

The campaign garnered more than 2,000 page views and 200 new WeChat followers in 2 weeks.