My Role
CONCEPT & EXECUTIVE PRODUCER
Task
CSL Behring is an international biotechnology company that develops therapies and medications derived from blood plasma for rare and serious conditions such as HAE or von-Willebrand-syndrome. We were supposed to increase awareness of these rare conditions and thereby improve diagnosis rates. To achieve this, a YouTube strategy should be developed to educate about these conditions, allow affected individuals and experts to speak, and present all of this in an engaging, easily accessible, and entertaining format.
Action
The target audience engages with health topics, using social media for entertainment and information search several times a week. They are drawn to content that is emotional, relatable, and in video format. Interest in von-Willebrand-syndrome (vWs) is low, and there is currently little sustainable content that specifically caters to the target audience. At the same time, there was a need for an idea that effectively combines the various themes of CSL Behring through storytelling.
With “Red Stories,” we established a magazine-style infotainment format that addresses the overarching topic of blood on a personal level through humorous to emotional videos. We approached the target audience with their problems and questions and send them off with a good feeling and initial solutions. We combined personal stories from the perspective of patients and doctors with health education, creating an easy entry point to difficult topics related to blood and rare diseases.
Topics from categories like menstruation, injury, illness, family, and pregnancy are presented in a mixed media style, sometimes funny, sometimes serious, using real footage and animated sequences to make them understandable and entertaining. As a recurring element, we introduced an animated blood drop, Mr. Vein, who makes difficult things more tangible.
Success
We increased CSL Behring’s visibility as a competence and quality leader in vWs education and clearly differentiated ourselves from competitors. CSL Behring’s content, mission, and products became more visible without an openly advertisy feel to it. The produced video content was versatile and could be used outside of the YouTube channel for other social media platforms like Instagram, as well as for educational materials or presentations by doctors.
