In 2006, Merck introduced the first cervical cancer vaccine. Young women were not only getting vaccinated, they were also spreading the word about the vaccine on the web. Our challenge was to fuel the momentum that was already happening online to create an impassioned advocacy campaign. To empower women to tell others about cervical cancer and drive them to vaccination.

We created the first pharma Facebook page. An interactive social community where we would engage, educate, and arm young women with the right tools to spread the word about GARDASIL—and turn our message into their movement.

Page Views: 90,893Members: 45,527“Marks”: 5,842The results far surpassed Facebook’s own success rate, and became their #1 case study for product social networking.