Our 2024 Raynaud’s Awareness campaign efforts broke new records!
While the total audience – including our video impressions – is still being calculated, the campaign received excellent exposure: Our press release was picked up by 458 publications representing a potential audience of over 215 million, up 38% from last year’s campaign and well above our PR team’s benchmarks (90,000 to 200,000).
In addition to being distributed to national press outlets and Women’s media influencer lists, the press release also resides on an interactive landing page featuring our Raynaud’s Quiz and several video, infographic and educational assets. The press release received nearly 23,000 views, over 8,500 higher than last year’s campaign and 83% ahead of our team benchmarks.
We also generated excellent engagement, with thousands of image and video views, both up 100% vs. our performance last year and well above industry averages.
Our Raynaud’s Quiz continues to generate significant response. Since its launch in 2019 it’s generated nearly 200,000 responders – over 52,000 of which were generated in this year’s campaign, our strongest performance to date!
The strong qu
iz response is largely attributed to our In-App Mobile Ad campaign that prescreened users with the question “Do you suffer from painfully cold fingers or toes in the winter months?” Those answering “yes” were then asked to view our Raynaud’s Awareness video. The ads and videos received a combined 491,000 impressions, generating well above-average video completion rates. The resulting engagement measures of click-throughs and time on our site were also well above industry standards. The ad campaign was highly targeted against our primary audience for raising Raynaud’s awareness: women of childbearing age (estimated to have a 20% incidence of Raynaud’s) residing in colder climate markets across the U.S.
Traffic to our website also peaked for Raynaud’s Awareness Month – exceeding the previous record number of monthly visitors achieved during last year’s campaign!
Here’s the link to the 2024 Raynaud’s Awareness Campaign interactive landing page: Breaking the Ice on Raynaud’s. More background is available on our blog post Breaking the Ice on Raynaud’s announcing this year’s theme “Breaking the Ice on Raynaud’s – Time to Break the Ice on a Cold Condition.”
Once again we owe a special thanks to fellow Frostie Ann Marie Catabia for designing this year’s infographic which works to draw attention to the painful symptoms associated with Raynaud’s and educate the public on the need to “Break the Ice” on how others perceive the difficult daily challenges experienced by sufferers.
Kudos to all involved in achieving our 2024 Raynaud’s Awareness Campaign results!
