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One in ten Asian Americans is living with chronic hepatitis B. Without appropriate monitoring or treatment, one in four will die from liver cancer or liver failure. B HERE represents the first integrated viral (online, word of mouth, live event) marketing campaign about hepatitis B. It is also the first pharma-sponsored campaign of its kind, targeting second-generation Asian Americans — arguably the most educated and tech-savvy sub-segment within the 18 to 34 demographic. B HERE leverages the large Asian American presence among online social networks with the local Asian American social scene in key markets to drive awareness of hepatitis B. October 2009 — the key month of the campaign — consisted of three campus live events, which included an art exhibit, an educational video, kiosks for participants to join the campaign and make their mark, and live entertainment with some of the most popular Asian American Internet and TV personalities. There were over 3,000 attendees at the live events with coverage in more than 50 media outlets, resulting in over four million impressions and over 11,000 unique visitors to willyoubhere.com during October and November. Close to 700 marks were made in the first month of the campaign (15% of all visitors made their mark on hepatitis B). After the live events concluded, we continued with online promotion, utilizing banners, PPC ads, and the B HERE social networking sites to drive contest registration and to learn more about hepatitis B. Through November 2009, there were more than 730 marks made, over 1,100 educational video views (watched at least half of the educational video, which is more than 2.5 minutes), and over 200 doctor searches directly from the willyouBhere.com website. Ninety-nine visitors of willyouBhere.com shared the site with their friends. On the social networking side, willyouBhere.com has close to 300 Facebook fans, over 50 Twitter followers, and more than 700 views of the educational video on YouTube.

Contributors:

Principal, Strategy:	Robby Stuckey
Principal, Account:	Sid Ho
Principal, Creative:	Carl Desmond
Principal, Intelligence:	Kelly Goeres

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Location: USA