Case Study: a leading global medical device company boosts brand awareness and patient sentiment with MadeBrave's T1D Balloon Challenge

a leading global medical device company boosts diabetes brand sentiment 20 points with MadeBrave

The customer, a leading global medical device company, faced a challenge with low brand awareness among people with Type 1 diabetes, who saw its life-saving technology as just a device. To combat this and the stigma surrounding the disease, the company engaged the vendor MadeBrave to create a strategic brand campaign that would build positive sentiment and empower its audience.

MadeBrave developed the "T1D Balloon Challenge," a digital campaign using the metaphor of keeping a balloon in the air to illustrate the constant burden of diabetes. The campaign successfully reached 61.5 million people, with 20% ad recall among the target audience months later. It drastically improved brand sentiment by 20 points to 61% and received 99% positive feedback, embedding the blue balloon symbol into global diabetes culture and leading to a campaign relaunch in new markets.