What can Grassroots Intelligence Teach Us
Geo-targeting and results-tracking can be powerful tools to ensure your message gets seen and heard by the people that matter most. But real-life perspective is the secret weapon into understanding how to present curated content to a niche audience—like the women and men living with Stage IV metastatic breast cancer.
Enter Grassroots Intelligence.
When a person is diagnosed with metastatic breast cancer, searching for information online can be overwhelming and distressing. Metastatic Trial Talk (MTT) offers clear light in the form of accurate, unbiased information along with research news from trusted sources.
In testing early creative concepts with women with metastatic breast cancer, Underground learned that many were excited to read content created just for Stage IV patients. Many were drawn to the idea of finding hope and to seeing underrepresented male breast cancer patients. Underground used this grassroots intelligence to transform MTT’s visual identity and website with a new visual concept that is welcoming, pleasing and gentle, buoyed by messaging that normalizes difficult emotions and underscores that knowledge can empower.
MTT asked Underground for help in elevating the organization’s visual identity to provide a welcoming environment for MTT’s exquisitely curated content. Underground created a newly branded website that also integrated friendly information design and improved functionality. For the re-launch we developed display, native and social media ads to engage current users and draw new visitors.
As a result, we succeeded in generating thousands of impressions, hundreds of visits to the landing page while also substantially increasing the number of email signups—a central objective of the campaign. In the process, Underground also helped MTT’s staff, most of whom are trained as scientists, to understand what it means to offer effective social media content to MTT’s more than 20 partner organizations.
What’s next?
Underground has created a short video animation to introduce MTT’s extraordinary digital search tool, Metastatic Trial Search.