- Educate society on the importance of kidney health
- Position Bayer as a trusted source of health education
- Build a positive brand image centered around wellness, prevention, and healthy living
The Communication Strategy
We developed a tailored social media strategy for Bayer drawing on the insights that were gained during the workshops.
In the document, we outlined clear communication objectives, defined the target audience, specified the formats we would be working with. We analyzed the competitive landscape in terms of kidney health education as well. The limited number of benchmarks revealed a clear gap: the market still lacks high-quality, educational, and health-focused channels.
From there, we moved on to designing a creative visual concept and building a distinctive, consistent design system. We prepared a starter pack of materials and launched the profile “Your Kidney Health”. To ensure the presence would be professional, we complemented it with a branded avatar featuring Bayer’s logo, a cover image highlighting the profile’s core message, and an information section introducing the initiative.
The creative concept and communication pathways
On the profile, we present complex medical knowledge in a simple, relatable way.
Our goal is to communicate one central message: kidney health is in our hands and it depends largely on lifestyle choices and preventive care. The challenge was significant: in Poland, more than 90% of people with kidney disease don’t even know they’re affected.
To address this, we structured communication around three main pillars:
01.
education on kidney function and structure
02.
inspiration for healthy living: diet, lifestyle, and exercise
03.
engaging curiosities, including historical facts about kidneys
Recurring content series
What began as single posts evolved into full content series: Nefro-Glossary, Herbal Guide, Kidney in the Market, and Real Patient Stories.
We also used the platform to educate about urine strip self-testing which is a simple tool for early detection available at home, wrapped in engaging visuals aligned with our creative system.
Diverse Formats
We mix static posts, carousels, videos, and animations, ensuring the design system supports both clarity and impact.
Paid Campaigns
All organic content is supported by targeted Meta Ads campaigns.
The combination of creative copywriting, striking visuals, and precise targeting delivered powerful results:
+3,714,615
Reach
[Nov ’21 – Apr ’22]
+21,637
New Fans
[Nov ’21 – Apr ’22]
14,288,286
Ad Impressions
[Nov ’21 – Apr ’22]
