Ostomy Awareness Day Campaign
Industry
Healthcare
What We Did
Influencer planning
Social media
Marketing collateral
1M+
views of social stickers
9K
click-throughs
608%
increase in ad impressions
Awards
HDMA Gold Winner, Social Media Content, 2022
Re-energizing an established brand with a social media influencer campaign
Hollister, Inc. makes life more rewarding and dignified for ostomates—people who have had a life-saving procedure that allows bodily waste to pass through a surgically created ostomy in the abdomen. In the months preceding World Ostomy Day 2020, Hollister asked StudioNorth to help it build brand awareness and shift its brand perception.
StudioNorth helped Hollister, Inc. develop this high-performing social influencer campaign.
The Challenge
Hollister is the market leader in ostomy products, but had a reputation as an older person’s brand. Younger ostomates generally preferred competitors’ products, with Hollister losing market share between the weeks immediately following surgery and a patient’s “new normal” life going forward.
In the months preceding World Ostomy Day 2020, Hollister asked StudioNorth to help it build brand awareness and shift its brand perception—to help a younger demographic associate the Hollister brand with greater confidence, a stronger community, and tools for virtual connection.
The Solve
Ten Days, Thousands of Voices showcased 10 influential ostomy end-users in the 10 days leading up to the event. Along with videos of these advocates speaking about skin health, quality of life, and ostomy positivity, the campaign encouraged advocates to tag Hollister for additional exposure. The campaign culminated with a virtual cooking class featuring Nude Dude Food, during which they prepared a meal based on skin health.
To help build awareness, retention, and connection within the ostomate community, the complete social media and community engagement campaign included:
- Instagram/Facebook influencer campaign
- Instagram sticker pack
- PR article content on Hollister.com
- 3-part email series
- Affirmation cards and booklet
- Physical stoma stickers
- Influencer stories (social videos)
- Landing page
- Campaign style guide
The Result
Changing audience perception starts with reaching and engaging with that audience. Hollister, Inc.’s 2020 World Ostomy Day campaign succeeded in that regard beyond all expectations.
- 27,354 total influencer video views
- 19% more Facebook followers
- 1M+ views of social stickers
- 608% increase in total ad impressions from prior year
9,097 click-throughs (up 445% from prior year)
Animated Social Stickers
The social campaign featured a set of fun, empowering, animated social stickers that helped people personalize their stories and show support for ostomates. These stickers had more than one million views in 2020.
Life-affirming Social Cards
To encourage user-generated content and additional participation, we also invited ostomates to complete the sentence: “My ostomy makes it possible for me to say ….” We turned their answers into a series of life-affirming social cards that could be downloaded and shared.
We compiled these cards, along with other helpful resources, into a guide for living life to the fullest with an ostomy. The booklet is filled with inspiration and practical advice on living with an ostomy from people who are doing it.
Loyalty
The campaign’s many tactics shifted Hollister’s brand perception with its audience in four stages: Awareness, Engagement, Conversion, and Loyalty, with additional tactics extending well past World Ostomy Day.
The Ostomy Awareness Day 2020 Campaign won the gold award for Influencer Marketing at the 2021 BrandSmart Awards. Here’s Elina Yufa, Associate Programs Manager, US End User Marketing, accepting the award for Hollister, Inc.
More nice stuff
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