AstraZeneca: Take it from a fish
DigitasLBi
Objectives
- Get people to seek out and watch info about Very High Triglycerides (VHTGs)
- Increase in the number of people seeking out high triglyceride information online against an audience uninterested in their health and health education
- Drive education and entertainment among the audience through story telling
- Generate high a video completion rate to allow AstraZeneca (AZ) to showcase the fish full story and capture users attention in a cluttered social landscape (14%-23% completion rate benchmark)
- Make VHTGs part of the social conversation
- Generate a 1% Twitter engagement rate (1% is based on the...