Gut symptoms can be difficult to talk about. They can also be easy to dismiss, leaving people unsure about what their symptoms mean, when to seek help or what should happen next.
Crohn’s & Colitis UK wanted to help change that. It had created practical tools to help adults with gut problems, and parents worried about their children’s symptoms, understand what to look out for, what tests they might need and how to get the right diagnosis.
Our job was to get those tools seen, understood and used.
Starting with the existing What’s Up With My Gut? brand, we developed a stronger, more consistent campaign identity and messaging shaped around real audience behaviours and concerns. We then brought it to life through accessible creative and targeted activity designed to reach patients, parents and healthcare professionals – turning an awkward subject into something people could understand, talk about and act on.
Our campaign turned awareness into action, reaching people with gut health concerns and encouraging them to find out more, use the resources and take the next step towards getting answers.
In one month alone, the campaign generated 699,913 ad impressions, 11,243 website sessions and 929 resource downloads. Website sessions increased by 3.8% month on month, while engagement also improved, with engaged sessions up 8.2% and average session duration increasing by 10%.
Paid social was particularly effective at converting awareness into action. Facebook generated 337,329 impressions, 4,817 clicks and 360 downloads, with downloads increasing by 8% compared with the previous month.
From the outset, Wrapped really understood what we were trying to achieve and the different needs of our patient and healthcare professional audiences. They brought strategy, creativity and a huge range of channels together brilliantly – and were a pleasure to work with throughout.
Rebecca Barnes, Marketing Manager.
