Komen.org and the Susan G. Komen brand’s perception over all needed to dial up and focus in on the best way to engage with the breast cancer community online. Users were not finding the relevant information they needed, leaving the site with unmet needs, and a decline in overall support.
Through data-driven insights, rigorous content strategy, smart user experience design, modern and fresh design aesthetic, and technological expertise, Twist provided a best-in-class responsive solution. In addition, a new journey-based functionality was incorporated that allows visitors to more easily access information at every stage of a woman’s or man’s breast cancer journey from diagnosis through treatment and aftercare.
Susan G. Komen saw a 76% increase in site traffic, 37% increase in online revenue and 12% increase in engagement during National Breast Cancer Awareness Month. The mobile impact of the now responsive komen.org resulted in a 69% increase in the number of mobile sessions compared to the same period of time the previous year. Families and friends of breast cancer patients may now find invaluable information about how to support their loved ones, and themselves through a breast cancer diagnosis. At the same time, the new komen.org retains the organization’s comprehensive, scientifically based information, and easier-to-find information.
The LAP-BAND® System is a minimally invasive weight loss procedure with a proven safety and efficacy profile. The epidemic of obesity has steadily increased over the past five years, yet the bariatric surgery market remained stagnant and sales of The LAP-BAND® System declined. Apollo Endosurgery and Twist saw a fertile opportunity and jumped on it. We set out to completely overhaul and revitalize the brand in order to stabilize the business and grow it over the long-term.
Twist set out to develop short and long-term strategies for the brand. We took a comprehensive, integrated approach to research by evaluating the needs of patients, physicians and employees. Patient journey analysis was conducted via online interviews with field teams and physicians to develop a complete understanding of the weight loss journey. Armed with these insights, Twist designed a creative platform that resonates across the board – “It Fits.” We launched this program through a fully integrated campaign with paid, earned, shared and owned media including, TV, digital, SEO/M, social, website updates, influencer engagement and media relations.
The LAP-BAND® System brand saw a turnaround that resulted in a 2.4x increase in daily lapband.com traffic and a 20% increase in the “Find a Surgeon” feature indicating intention to take action. The campaign, in combination with PR and Social efforts, generated almost double the volume of positive conversation for the brand. The brand exceeded sales targets by 24.5% in the first three months.