A Surround-Sound Approach to Digital

Challenge

Building a strong brand requires constant engagement with key audiences. To continue increasing its U.S. brand recognition, UCB needed to maintain awareness levels among influential audiences in a cluttered healthcare space to ensure it was top of mind in relevant conversations.

Solution

Adfero helped UCB evolve its surround-sound advertising approach to more efficiently and effectively engage key stakeholders. Adfero proposed and implemented the “hum, sing, shout” approach, which allowed UCB to

• maintain a consistent presence among its most critical audiences with a steady “hum” of content, and
• ensure that UCB would shine during “sing” and “shout” moments, because its brand and mission were already recognized by target audiences.

Hum

A “hum” advertising approach elevates always-on corporate narratives and thought leadership to appropriate influential audiences. We promote this evergreen content across several platforms, maintaining a consistent drumbeat of content among our target audiences throughout the year and ensuring UCB stays top of mind.

Sing

In addition to ongoing (“hum”) campaigns, amplifying shorter and medium-term campaigns (“sing”) allows UCB to highlight key messaging specific to points in time. These campaigns are purposefully set apart from “hum” campaigns, as they are often dictated by external events, including news coverage, initial thought leadership promotion, talent recruitment and health awareness days and milestones.

Shout

Utilizing narrowed targeting during specific moments, the “shout” campaigns aim to influence the conversation around UCB’s critical events, dates and meetings where thought leaders and key influencers are gathering.

Impact:

UCB’s “hum” strategies have kept UCB and its commitment to patients top of mind for influencer audiences.

Utilizing a multi-channel approach, this always-on initiative ensures UCB is a familiar organization that needs no reintroduction during critical moments.

We have also elevated UCB’s U.S. brand as an influencer in conversations specific to priority tentpole moments through brand recognition, social reach and influence. In 2021, @UCBUSA was a top influencer in ten Twitter conversations, including hashtags related to Rare Disease Week, Mental Health Awareness Month and Psoriasis Action Month.

UCB also won International Association of Business Communicators (IABC) Atlanta Chapter Golden Flame awards for two of its social media programs including, “An ‘Always On’ Approach to Digital Brand Presence” and “Attracting Top Talent Through Social Media.”

UCB now has the optimal approach for increasing its U.S. brand recognition, ensuring it is consistently top of mind in relevant conversations and among key healthcare influencers.