Finalist
More to the Story
by Burson on behalf of Sanofi
Summary of work
They say a picture is worth a thousand words, but for many people living with multiple sclerosis (MS), there’s difficulty in articulating “unseen” symptoms linked to disease progression.
Sanofi’s ”More to the story” influencer campaign doesn’t just add to the conversation; it clarifies a critical need within the highly engaged MS community. This campaign amplified awareness of smoldering neuroinflammation in MS by leveraging authentic voices and experiences, resonating deeply with individuals experiencing often-unexplained symptoms.
The campaign activated MS influencers, including people living with MS and healthcare providers, across Meta platforms to translate complex medical information into relatable, consumer-friendly narratives. This approach fostered deeper understanding of smoldering MS symptoms and their impact, creating a near “viral” effect as individuals recognized experiences reflected in the content. Co-creating content with influencers, allowing them to articulate their experiences, proved to be a unique and impactful way to communicate this unmet need.
”More to the Story” demonstrates dynamic content creation and strategic channel utilization, resulting in impressive metrics. The campaign achieved over 8.68 million impressions, nearly 1.2 million engagements and over 221,000 clicks globally, including the U.S. and European markets. Showcasing the power of storytelling and targeted social media engagement to effectively reach the community.
Judges’ comments
‘More to the Story’ was a great example of using a ‘social media social first’ campaign to drive audiences to the website. It was an excellent example of powerful storytelling and it stood out as a unique way to drive awareness with influencers. Clearly the campaign was bigger than the original intention, which is how social media is supposed to work. It had great content and influencer engagement, getting fantastic results in driving people to the website.
