Understanding the Online Discourse around Respiratory Viruses
/Overview
Cube was engaged to provide a retrospective deep dive and ongoing pulse check of how seasonal respiratory viruses are discussed online. The project aimed to evaluate sentiment, understand audience dynamics, and tap into the public discourse surrounding RSV and other respiratory illnesses.
The work was needed to inform future messaging strategies, track competitor presence, and assess the impact of previous awareness efforts. It also enabled a direct comparison between how different respiratory viruses are perceived, helping to shape more effective, unbranded public education.
/Challenge
As public attention toward respiratory viruses has shifted in the years following the pandemic, understanding sentiment and awareness levels across different conditions became a priority. The challenge was to map the digital landscape of seasonal respiratory virus conversation in Australia, particularly among adults aged 60+, and to evaluate how discussion around RSV compared in tone and visibility to others including COVID-19 and the flu.
Cube needed to provide a detailed view of conversation volume, tone, knowledge gaps, and emotional drivers, while identifying competitor activity – all in a compliant and unbranded way that would support public health messaging efforts.
/Solution
Cube delivered a comprehensive social listening program, including a 12-month retrospective and focused 3-month updates. Using keyword tracking and sentiment mapping across platforms such as Meta, Reddit, X and online news, the analysis captured how seasonal respiratory viruses were discussed online.
The deliverables included demographic and channel breakdowns, emotional tone mapping, competitor benchmarking, and a comparative view of sentiment and conversation frequency between the different respiratory viruses. In addition to insights, Cube identified clear opportunities and provided strategic recommendations—ensuring the outputs directly informed future messaging, audience targeting and campaign planning.
Impact
The reports equipped our client with a strategic, data-backed understanding of online respiratory virus conversations—who was talking, how they felt, and where to meet them.
Comparative understanding
Enabled the client to assess how sentiment and conversation volume differed across seasonal respiratory viruses, supporting more nuanced campaign planning.
Target audience identification
Uncovered the most engaged demographics, providing a foundation for tailored messaging strategies.
Tone and sentiment clarity
Mapped the emotional drivers behind online discussions, highlighting the balance of concern, trust, and scepticism influencing public attitudes.
Content and platform guidance
Pinpointed the platforms and content types most associated with engagement, informing future media mix and message delivery.
Competitive landscape view
Provided benchmarking on share of voice and sentiment for key competitors, allowing for strategic positioning without brand references.
Education opportunities
Identified gaps in public understanding—particularly among older adults—where unbranded education could support awareness and health literacy.
TESTIMONIAL
Cube has partnered with Biocelect managing the arrival of a COVID-19 vaccine to Australia and New Zealand. The team has worked attentively and collaboratively with Biocelect and the US team in managing the challenging pandemic and vaccine dynamics as they evolve. They have applied their strategic communication, crisis management and media skills to be pre-emptive and agile in preparing for and managing local media and political commentary. They are responsive, professional, a pleasure to work with and, like Biocelect, hardworking!
We brought Cube in as an external agency to support us with a communications initiative for one of our products in 2019. Now – I don’t know what I would do without them! They are no longer viewed as ‘the agency’, but integral to the Novartis team – as partners and strategic advisors. Now working across multiple portfolios, Cube consistently bring their high-level strategic insight, laser focus for detail, and deep expertise across the entire gamut of communications. I would highly recommend Cube to anyone looking for a nimble yet well-rounded agency partner.
In our dealings with Cube over the past 3 years, we have found the team to be very professional, enthusiastic and helpful. Their high level of honesty and integrity means we have full trust in their recommendations and their approach to meeting our needs. Their strategic thinking and recommended plans are always well-considered. They have done high level strategic work for us and developed detailed plans as well as a new service launch. They have been very responsive to our needs and we would not hesitate to engage them again!
MS Australia engaged Cube for two critically important campaigns in the first half of 2022. Their strategic planning and implementation was first-class, and the very significant results has greatly assisted our advocacy work.
For our landmark MS Nurse Care Report launched in Tasmania, Cube crafted a communications plan focussed on local media which as planned, fanned out to outlets across the country. The coverage was astounding and helped raise vital awareness about the role of the MS Nurse in the patient care journey and the need for more funding.
Cube also expertly project-managed a market research study and national communications plan for our Employment & Workplace Survey, launched on World MS Day. This campaign garnered significant media coverage and spotlighted critical issues around employment and MS.
We cannot thank Cube enough for their friendliness, support and compassion for people living with multiple sclerosis.
Working with Cube has been a remarkable experience. Like BeiGene, they are a small team with big ambitions. Time and again, Cube has proven to be an effective, reliable, and responsible partner. They bring enormous energy, detail and innovation to every project and have helped BeiGene achieve the highest goals and meet the tightest timelines. For every idea, they have a solution ready.
We are delighted to work with Cube, whose professional attitude, deep experience and expertise in health communications put them head and shoulders above the competition. In addition to obtaining fantastic coverage for us, we continue to appreciate the attention to detail at every stage from planning through to showcasing the results of our campaigns. Our media strategy, guided by Cube has hit the mark in a judicious approach and fulfilled our strategic purpose.
The Cube team have extensive experience in strategic communications to create impactful campaigns and events and demonstrate a real understanding of our organisation’s brand, objectives, and a broad range of partners and stakeholders. The team are dedicated to and skilful at crafting compelling narratives, securing high-profile media placements, attending to details and navigating through challenges in complex environments.
Collaborating with Cube has been an immensely positive experience. Cube has demonstrated an excellent understanding of our goals and values, ensuring every aspect of the communications plan aligns with GSK’s mission. Their proactive approach in identifying opportunities and potential challenges has been a key factor in the success of our communications efforts. With meticulously planned execution of media engagements, the team’s professionalism, enthusiasm and creativity have exceeded our expectations, making them an indispensable business partner.
