AstraZeneca
Mastering the Social Media Ecosystem
Since the launch of the brand in August 2021, the SAPHNELO marketing team has continued to push the envelope, seeking strategic and innovative ways to create a one-of-a-kind marketing program that brings SAPHNELO to the forefront of the lupus community, including patients and healthcare professionals (HCPs).
In the past three years, the team has achieved numerous pharma-firsts, including the brand’s debut on TikTok, the creation of a Spark TikTok Ad featuring an influencer, a Snapchat Video Ad, a LinkedIn Lead Gen Ad, and a SERMO Live event.
The team knew it was imperative to introduce SAPHNELO to TikTok in a first-of-its-kind branded profile for AstraZeneca; reports have indicated that 60% of people feel a sense of community on TikTok, making it a hub for patient conversations and the perfect place to engage with lupus warriors. To date, the SAPHNELO TikTok profile has accrued 9.3K organic followers.
Snapchat also presented a unique opportunity for the brand. Knowing that 31% of Snapchat users are not on Facebook and 40% are not on Instagram, the brand capitalized on Snapchat to help drive more engagement. Also, with a lack of competitor presence on the platform, it was the perfect time for SAPHNELO to expand its presence. The Snapchat Video Ad showed proven success, leaning on the high-end of the platform benchmark (20- 25%) for video views at 24%.
Another successful initiative by the brand was leveraging the voices of esteemed HCPs in LinkedIn Conversation Ads. The SAPHNELO LinkedIn Platform Conversation Ad exceeded the open-rate benchmark (36%) by nearly 20%, with an open rate of 51.66%.
Being the first did not come without its challenges. Across all initiatives, the team worked diligently to ensure content pushed industry standards, reaching patients and HCPs where they haven’t been reached before and executing exciting campaigns and activations during key moments. The hard work and dedication that the team has put forth shows their commitment to collaborating cross-departmentally and with agency partners to produce a refreshing, engaging, and trailblazing breadth of work that sets precedence for whichever brands choose to follow in the SAPHNELO team’s footsteps.
