Retained and grew social followers across 100+ channels, even as handles and names changed.
Teaser and launch content ranked among the year’s top-performing campaigns.
Social supported and amplified PR and paid wins, maximizing investment returns.
ZGM worked hand-in-hand with 10 other agencies to align efforts for a unified rollout.
Blood Cancer United Case Study
Blood Cancer United, formerly known as The Leukemia & Lymphoma Society (LLS), is a global leader in blood cancer research, support, and advocacy. For decades, the organization has championed progress by advancing innovative treatments, providing vital resources for patients and families, and working to make cancer care more accessible and equitable. In August 2025, after four years in the making and two years of in-depth planning, LLS reintroduced itself as Blood Cancer United, a name that reflects its broader mission to cure blood cancer and improve the quality of life for all patients and their families.
The Challenge
When a nationally recognized non-profit organization with decades of brand equity undergoes a complete visual transformation, it’s no small feat. Blood Cancer United needed a partner to help guide one of the most complex and visible parts of that shift: social media. With over 100 social media accounts across seven social platforms, including Facebook, Instagram, X, LinkedIn, Threads, TikTok, and YouTube, maintaining continuity, clarity, and audience trust was critical.
While the mission remained unchanged, the new name and visual identity aimed to better reflect the organization's commitment to representing all blood cancers, not just the two previously referenced in its former name. The challenge was ensuring a seamless transition that preserved their audience while sparking renewed engagement and excitement.
The goals were clear:
- Build excitement around the new brand identity
- Roll out teaser content that sparked curiosity
- Launch the brand across all channels with high visibility and engagement
- Preserve and even grow social media followers, without losing traction due to handle or name changes
Zero Gravity was brought in as the social lead to ensure the brand rollout went off without a hitch (strategically, creatively, and operationally), so that the transition felt seamless for their social community and met every objective without disruption.
Outcome
From day one, ZGM wasn’t just executing; we were embedded as a strategic partner. Over two years of planning, we worked hand in hand with Blood Cancer United and a larger Interagency Team (IAT) of 11 client-partnering agencies to align messaging, strategy, and execution across all channels. Our role centered on social media, but our impact extended well beyond it, amplifying PR wins, supporting paid and influencer campaigns, and driving meaningful audience engagement during a once-in-a-generation brand shift.
We helped build anticipation with a two-week teaser campaign designed to spark curiosity and encourage conversation. Across 100+ national, regional, and campaign social channels, we rolled out cohesive messaging to introduce the new name and brand identity, ensuring a consistent, seamless experience for followers. Throughout the launch, our team led real-time community management efforts to support engagement and respond to audience questions, while also using social listening and sentiment monitoring to track responses and keep a pulse on the public narrative.
When launch day arrived, our core team of 5–6 strategists worked side-by-side with agency partners and client stakeholders to orchestrate a coordinated release. The content not only landed, but it also resonated. Many of the posts produced by ZGM quickly became some of the top-performing content of the year across multiple platforms. The brand reconnected with its audience in a bold, memorable, and measurable way.
Results
1.5M+
Impressions across Facebook, Instagram, X, LinkedIn, Threads, and TikTok (Aug 11–29)*
80K+
Total Engagements driven by emotionally resonant and curiosity-piquing content (Aug 11–29)*
4,500+
New Followers Gained, a +86% YoY increase, even while handles and names changed (Aug 11–29)*
48.5K
Video Views from short-form teasers and launch day content (Aug 11–29)*
The 8/26 Announcement Post was a top-performing post across all six platforms, ranking in each platform’s top 10 posts of the year (Aug 11–29)*
64%
Positive Sentiment with audiences responding with excitement, pride, and gratitude
Influencers
survivors, and patients amplified the message, extending reach well beyond owned channels
ZGM-led
community management fostered real-time engagement and reinforced positive sentiment
*Date range reflects the full campaign period, including teaser content (Aug 11–25) and launch content (Aug 26–29).
Services Performed
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Organic Social Media Strategy & Execution
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Social Intelligence (Community Management, Social Listening, Sentiment Analysis)
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Visual Content Design
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Account Management & Interagency Collaboration
Let's Work Together
Planning a rebrand? Need help managing dozens of social accounts across platforms? Or maybe you're just looking for a strategic partner that gets it. We can make it happen.
Contact us today to see how ZGM can help your brand take its next big leap.
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