Why is this work relevant for Media?

This campaign is relevant to media because the platform used was chosen carefully based on Filipinos’ behavior in it. Twitter became the main platform where we gathered data which helped us determine the areas with high symptom tweet densities. We went to those areas to confirm if people there suffer from Iron Deficiency Anemia. True enough, a lot of the people tested in those areas do have Iron Deficiency.

Background

1 out of 4 Filipinos suffer from Iron Deficiency Anemia. The only sure way to diagnose it is through a blood test which they don’t do because they are unaware of the symptoms which they easily shrug off. That’s why Sangobion iron supplements wanted to help Filipinos recognize the symptoms of Iron Deficiency when they have it, so they can test for it. In the social media capital of the world, 10.4 million Filipinos tweet their rants, discomforts and feelings every day. So we used social listening to patrol Twitter and detect possible symptoms, their locations. We reached out to these tweeters to lead them to our free blood testing sites located where there was a concentration of possible anemics.

Describe the creative idea/insights (30% of vote)

Twitter has become a go-to platform for Filipinos’ rants and musings. Since 1 out of 4 Filipinos may be at risk of Iron Deficiency Anemia and not know it, we thought that they could be complaining about the symptoms on Twitter without knowing it either. So we used social listening to catch keywords that were actually symptoms. True enough, almost 20,000 Filipinos tweet about the symptoms every single day. We replied to the tweets and told them that what they’re experiencing might be symptoms of Iron Deficiency Anemia. We logged the locations of the tweeters to determine areas with high tweet density. We went to these areas and conducted a free blood check. As expected, 37% of those tested were iron deficient. The data was summarized through a blood drop made of words coming from the tweets. When turned upside down, the blood drop was used as a location pin.

Describe the strategy (20% of vote)

Our target audience were adults, aged 25-45 years old, middle-upper SEC with a busy lifestyle. Though 1 out of 4 Filipinos have Iron Deficiency Anemia, most don’t recognize the symptoms. 10.4 million are active Tweeters. They turn to social media to release negative feelings like tiredness or stress. Our hypothesis was that they could be ranting about the symptoms of Iron Deficiency without knowing it on Twitter. So we used this as a platform to track people who might be suffering from Iron Deficiency Anemia. We did this through social listening to catch people mentioning words related to symptoms such as dizziness, paleness and tiredness. After we checked for context, we logged the locations of the tweeters to find out the most symptom prone areas in the country. We went to these areas and invited them to a free blood check and sample of Sangobion Iron supplements.

Describe the execution (20% of vote)

After two weeks of social listening on Twitter, we gathered: (1) the number of Filipinos tweeting about the symptoms without knowing it (2) the areas with high tweet density. To disseminate these information in a single visual, we used the words coming from the tweets to form a blood drop. The blood drop was used when we talk about the total number of Filipinos tweeting about the symptoms. When the same blood drop was turned upside down, it was used as a location pin to talk about the areas where we conducted our blood check. We used this visual on GIF posts and digital video where we can show both sides. We also used it on collaterals that people can turn upside down to see both sides. It was also used when Symptom Patrol was featured on TV and print.

List the results (30% of vote)

In two weeks, there were 279,935 Filipinos tweet about the symptoms without knowing it as tracked by Mention, a social listening tool. After logging in the locations, we found out that 43,291 tweets came from concentrated areas within Mega Manila. Since these tweeters frequent the top pharmacy in the country, Mercury Drug, we conducted the free blood check in their branches within Mega Manila. Within 7 weeks and only 8 branches, we were able to administer 7,872 free blood checks. And true enough, 37% tested suffered from Iron Deficiency. This convinced them to take Sangobion Iron supplements causing a 44% sales increase in the participating Mercury Drug branches compared to the same period the previous year. Most importantly, thousands of Filipinos can now recognize the symptoms of Iron Deficiency Anemia when they have it.