Friends of Cancer Patients

Friends of Cancer Patients

FOCP – Building brand awareness by creating interactive &
results-driven social media experiences.

Friends of Cancer Patients (FOCP) is a non-profit organization committed to helping cancer patients and their families throughout the cancer treatment journey.

Our Approach

Our Approach

FOCP’s objective was to target a large part of the market to make them aware of the disease and further narrow down cancer patients and their families. Facebook was chosen to be the social platform of choice by the client to target the audience. To help the client reach the organization’s goals, social media expert team at Rank Hive joined heads to come up with a social media marketing strategy that would attract new and existing audiences alongside nurturing credibility. We created a community-oriented social strategy to help FOCP make their message related to the ailment widespread.

Building Personas

Building Personas

Team Rank Hive started off the strategy development process by identifying and creating distinct buyer personas to be able to know the type of audiences that the content will roll out to. Buyer personas help identify the right people to target, at the right place and at the right time. We wanted to ensure user-centric messaging so that the message is clear, concise and delivers the intended purpose. Our elaborate buyer personas described who the customers are, their age group and where they can be found.

Content & Implementation Plan

Reaching out to the right audience is not the only box to tick right, creating engaging & memorable content is equally important. FOCP wanted to deliver persuasive as well as informative messages on a sensitive issue that requires an empathetic approach. We applied the cognitive fluency theory to create short, easily understandable and engaging content that keeps the audiences hooked and does the job of increasing brand awareness. After creating a thorough and detailed content marketing strategy plan and the buyer personas, we sketched out a brief implementation plan that contained the frequency of the postings and videos, best time to post, metrics to calculate results, etc. The implementation plan also iterated the goals that the social marketing strategy aimed to achieve in a specific duration of time.

results

Planting the social seeds for FOCP was a challenge we had strategically pre-planned for. But the
results that were achieved even surprised us.

In a span of about a month, the total number of likes increased by 200% costing a mere $0.26 per lead

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In the target region, the followers grew from 28 – 577 within a month

A targeted video campaign was run in the month of Ramadan resulting in 13,348 video plays.

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The integrated social media marketing strategy achieved 101.06% increase in engagement rate per post.

The Ramadan retargeting countdown resulted in about 3,137 impressions.

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The overall impressions growth of the brand was found to be 317% Average reach per post on 538%

Apart from the astonishing numbers, our team’s well-coordinated efforts helped FOCP form a credible image in the market while positioning themselves as thought leaders in the cancer treatment domain.

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