Influence That Saves: SOpharmacy Silent Killer Campaign — turning awareness into action through impactful influencer and digital strategy
SOpharmacy joined forces with us to fight Bulgaria’s silent killer: colon cancer. Through trusted voices, educational content, and targeted digital outreach, we turned a sensitive health topic into a movement that drives screenings and saves lives.
What we accomplished so far
1.8 → 2.8 ROAS on Meta
93,000+ people tested in 3 months
Trusted health partner
Turning Awareness Into Action
Colon cancer is one of Bulgaria’s silent killers — preventable and treatable when detected early, yet often diagnosed too late because of stigma and low awareness.
SOpharmacy wanted to change that. Together we designed a campaign that combined credible healthcare messaging with the reach and trust of influencers and digital channels, so that more people would talk about screening and take action.
Our focus was clear:
Influencer-driven storytelling to reduce stigma and normalize screenings
Educational content and clear calls-to-action across digital and social
Partnership with SOpharmacy’s expert voice to build trust and authority
Our approach put education and empathy first: we gave influencers and partners clear, evidence-based information and creative formats that made the topic approachable and shareable, while directing audiences to SOpharmacy as a trusted source for prevention and care.
Challenge
SOpharmacy needed to raise awareness of colon cancer and encourage screenings without sounding frightening or clinical. The challenge was to reach a broad audience—including younger and hard-to-reach segments—and turn passive awareness into real appointments and behavior change, while keeping the brand positioned as a supportive, trusted partner in health.
Approach
We developed a cohesive, multi-channel communication system where each channel served a performance-driven role—from building brand equity to driving both store visits and ecommerce purchases.
Influencer & Ambassador Strategy
We built a network of trusted voices to carry the message in an authentic, relatable way:
• Selected influencers and micro-influencers with relevant audiences and a genuine interest in health and wellness
• Co-created content that balanced personal stories, facts, and clear calls-to-action
• Used varied formats — from stories and reels to longer posts — to maximize reach and engagement
Results:
Strong engagement and shares across platforms
Higher trust and receptivity versus brand-only messaging
Broader reach into demographics that don’t respond to classic health campaigns
Educational Content & Digital Activation
We turned complex health information into clear, actionable content:
• Developed key messages and assets that debunk myths and explain why screening matters
• Deployed targeted digital and social campaigns to drive traffic to information and booking
• Aligned all touchpoints with SOpharmacy’s expert positioning and tone
Results:
Increased traffic to screening and prevention resources
More informed and motivated audiences
Strong alignment between campaign narrative and SOpharmacy’s role as a health partner
Social Impact & Community
The campaign was designed as a movement, not a one-off activation:
• Framed colon cancer awareness as a shared responsibility and a sign of care for oneself and others
• Encouraged community dialogue and peer-to-peer sharing
• Linked campaign outcomes to SOpharmacy’s long-term commitment to prevention and public health
Results:
Deeper emotional connection to the cause and the brand
Ongoing conversation and residual awareness beyond the campaign period
A recognizable, award-worthy example of health communication that drives real impact
Outcomes
A campaign that sparked real engagement and action. This collaboration proved the power of digital influence with purpose — showing that when marketing meets meaning, results multiply. Through strategic Meta optimization and authentic influencer storytelling, we turned awareness into action, scrolls into screenings, and digital reach into real impact.
Brand impact: SOpharmacy reinforced its position as a trusted health partner, combining commercial performance with meaningful social contribution
Massive engagement: the influencer campaign reached a wide national audience, inspiring over 93,000 people to test themselves for colon cancer in just 3 months
ROAS growth: increased from 1.8 to 2.8 on Meta — a remarkable improvement in campaign efficiency
Let's collaborate
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