Each case of MS is as unique as the person who has it. 1000 Faces of MS was created to bring together stories and messages of support and hope for people living with and affected by MS. It was an opportunity to tell your story, to share it with strangers, as well as friends, and to join the global movement of people working to raise awareness of the disease amongst the general public.
Our strategic approach
At the core of our strategic approach was the desire to create a meaningful experience that offered a smarter way for MSIF to connect with and resonate amongst the weak and medium connections offered by their target audience. By offering an experience based around sharing something very personal to each individual, these weak and medium ties become stronger, audience members’ values become more closely aligned with those of the campaign, and new ties are created as the experience is shared beyond the campaigns initial audience.
We defined a two-part strategic approach by applying awareness and engagement, allowing us to target not only the public, but people and organisations associated with MS already:
We created educational messages, teaching the public about MS and encouraging them to explore and find out more information through the use of riddles and videos. At the end of each riddle, there were call-to-actions to create a user-generated postcard.
We developed 1000 Faces, an interactive wall filled up with messages and stories of support for WMSD 2012.
We created a playful campaign that engages the public, through-the-use of riddles and their interactive application. Each riddle demystified what MS is or is like to live with, building up to a ‘big bang’ launch of ‘1000 Faces’ on WMSD 2012, allowing people globally to upload their story, create a postcard and let the world know what living with MS means to them.
With tight requirements and mobile accessibility responsibilities we had to ensure the whole website avoided Flash, but still delivered a rich media heavy experience. Through the use of extensively optimised JavaScript it was possible to build interactive storytelling riddles on a scroll based system, and also a fully interactive, user generated content, client browser customised, postcard wall.
And the results
-
51290,
unique visitors from a
staggering 146 countries -
2197
people wishing to share
their stories -
3minutes
average viewing time across
at least 3 pages -
1500
"Likes" increased during
the campaign
Our '1000 Faces of MS' campaign has been shortlisted for a BIMA 2012 award in the Public Life category and a Dadi 2012 award in the Not-for-Profit/Charity Website or Campaign category.
The site has successfully connected with 51,290 unique visitors from a staggering 146 countries in this short period, resulting in a total (so far) of 126,550 individual page views. In the 25 days preceding WMSD 2012, an average of 1300 unique visitors per day gained awareness of living with MS whilst being able to connect with a daily, growing community of other sufferers. On WMSD 2012 itself, the site saw a 1422% increase with 18,264 unique visitors in a single twenty-four hour period.
Visitors to the site have spent, on average, 3 minutes viewing at least 3 pages during each visit. This has led to 2197 people (4.3% of the total unique visitors) wishing to share their stories with the global MS community by uploading postcards and personal messages.
The multiple channels have allowed visitors to enter the site from several key touch points most notably the YouTube channel, which has received over 25,000 views in total and Facebook where the number of ‘Likes’ has increased by over 1500 during the campaign.
(Stats taken 31.05.12)
What our client had to say
We have worked with creative agencies in the past and been disappointed by the quality of the work and level of service that we received. We are pleased to say that our experience with We Love has been completely the opposite. We are so pleased with the service and product that we have received. No mountain has been too big to climb and our project manager has been on hand every step of the way to answer questions and provide solutions. We couldn’t recommend We Love more for their professional service and great attitude. Thank you We Love for helping us achieve success with our 2012 campaign!See the site