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Dexcom: Solidifying a category leader

Dexcom, the leading continuous glucose monitor manufacturer in the U.S., engaged Allison+Partners to raise brand awareness and increase sales leads to address growing competition in the category. Our team created a fully integrated communications campaign built around a robust media relations plan, a video series and a revamped brand ambassador program.

We began with strategic outreach based around compelling clinical data, resulting in top-tier feature stories with both consumer and clinical media targets, including CBS New York, Reuters and TechCrunch, among others. To promote the life-saving impact of CGM, we took a different approach and brought it to life through interviews with diabetes patients, physicians, company executives and brand ambassadors, dubbed “Dexcom Warriors.”

To expand brand awareness beyond traditional media, we developed the “Call of the Warrior” integrated social media marketing campaign led by “Dexcom Warriors,” including actor Derek Theler, Seattle Sounders forward Jordan Morris and country music singer Eric Paslay. For every photo or video posted on social media with the hashtag #WarriorUp during Diabetes Awareness Month, Dexcom committed to donating $1 to a diabetes charity.

In the first half of 2017, Allison+Partners secured 4.4 billion media impressions and generated more than 400,000 engagements on social media. The integrated communications campaign for Dexcom helped increase aided brand awareness from 30 percent to 43 percent and unaided brand awareness from 12 percent to 18 percent in its first six months alone.