Cambridge BioMarketing: Using Social Media to Drive Awareness & Donations

Launch a social media campaign around International Rare Disease Day to raise awareness and generate funds for rare disease research.


Cambridge BioMarketing and PAN took over the interior and exterior ad space of a single passenger train car using facts about rare diseases and zebra stripe branding (‘zebra’ is medical slang for a rare diagnosis). To capitalize on the buzz, they launched a social media campaign encouraging those who spotted the zebra car to post a picture or message to social media using #SupportTheSearch. For every post, Cambridge BioMarketing made a donation to Global Genes, NORD and the Rare Disease United Foundation.

PAN & CB executed an influencer strategy targeting advocates, caregivers and the general public via social media, educating them about the campaign and encouraging shares across their networks. Pharmaceutical trades and regional media was targeted to cover #SupportTheSearch and amplify the campaign’s mission. PAN & CB activated an email nurture campaign to extend the engagement reach and generate donations among clients and prospects.

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Working with PAN is a pleasure; the team not only understands our business, they also understand our culture, our strengths, and our vision, giving us unique insights—and delivering powerful results. We would not be where we are today without PAN.

– Mike Hodgson, Chief Creative Officer, Cambridge BioMarketing

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