The app provides vital information, support and assistance to people living with young onset Parkinson’s and their support networks.

Objectives

The key objectives of the communications strategy were to:

• Encourage adoption of the YOP-X app among the thousands of Australians affected by young onset Parkinson’s, along with their carers and families.
• Increase awareness of the app among allied health professionals who are key influencers of people with Parkinson’s, enabling them to recommend the resource to their patients.

Our Approach

To meet these objectives, Hughes delivered a three-month communications strategy combining supported content with The New Daily to achieve broader reach of the general public, alongside a targeted digital approach engaging health professionals via LinkedIn, and the Parkinson’s broader community through Facebook and Instagram. 

To maximise reach of those most likely to download the app, we created custom audiences within Meta including Parkinsons’ existing social media followers, previous website visitors, and lookalike audiences to grow additional reach. We also implemented a retargeting strategy to users who visited the website during the campaign period but did not click through to the app store, reminding them about the app and its features and a call-to-action to download the app. 

During the campaign we also split-test the performance of our remarketing strategy with an app download campaign, driving users directly to the app store where we were able to monitor total app downloads attributed to the campaign. 

To grow broader industry awareness about young onset Parkinsons and promote the app as a tool applicable to their broader networks, we used LinkedIn to target allied health professionals from specific organisations, who play a crucial role in directing patients to support resources and would be likely to refer the app. 

results

The resulting campaign was highly successful, with 83 app downloads directly attributed to the app download campaign, and an additional 94 app store button clicks attributed to the website traffic campaign. 

During the three months of the campaign, the website achieved a 531 per cent increase in total website traffic, with an 812 per cent increase in organic search traffic and a 1,677 per cent increase in organic social traffic, highlighting the impact of the combined PR and digital approach in driving brand awareness, website searches, and social media engagement. 

The website also maintained elevated organic search traffic in the three months following the completion of the campaign.

See our PR case study for further details on the results of the campaign.