Colorectal cancer is the 2nd leading cause of cancer in the US. By 2030, it’s expected to be the leading cause of cancer deaths in people under 50.
Cologuard is an at-home colon cancer screening test. You poop, put it in a box and ship it to a lab. We know, it's weird.
They came to us asking for a series of viral videos aimed at diverse, 45–50-year-olds that breaks down stigmas and misperceptions about screening for colon cancer and what Cologuard is.
Our Get Low #2 campaign featured Lil Jon in a full-length remix of his crunk classic "Get Low."
We created GetLow2.com for people who wanted to learn more about the benefits of screening for colon cancer with Cologuard.
To build excitement for the launch of our music video, we teased it with posts from Lil Jon’s 2 million followers on Instagram and TikTok.
Cutdowns of the long form video and paid social content bolstered our viral momentum.
Black Americans are 20% more likely to get colon cancer and 40% more likely to die from it. Through a series of activations, we targeted DMAs that are deeply impacted by colorectal cancer.
Lil Jon’s celebrity persona is deeply intertwined with the city of Atlanta, so we partnered with the Atlanta Falcons to create a tailgate activation. Fans found a better place to GET LOW with our golden port-a-potty “Little Johns,” took pics with Jon and showed us their own GET LOW dance moves with a 360 cam. Cologuard reps were there to educate people on the benefits of colon cancer screening. To cap off the event, Jon hosted a GET LOW dance competition.
Cologuard signage appeared outside and inside the stadium, and Lil Jon performed a 90 second rendition of “Get Low #2” on the field during a time out.
We created branded merchandise.
Research told us many people who order Cologuard boxes wait a long time to send it back, so we enlisted Jon’s help with a series of targeted, paid social videos aimed at getting people to send their damn box back already.
Every 45-50 year old remembers Pop-Up Video on VH1, so we made a “Poop-Up” version of our video which included hard facts about colon cancer, an introduction to Cologuard, and anecdotes about our video production.
Completing a Cologuard sample can be a little tricky, so we created a video for people who have recently requested a kit where “Calm Jon” walks them through the process.
Press
