Expo Empowers & Celebrates the Eczema Community
NEA Boosts Engagement (and FOMO) with Event Marketing by Graphcom
The National Eczema Association (NEA) is a nonprofit organization dedicated to improving the lives of people affected by eczema. NEA provides eczema education, support, and resources while raising awareness, reducing stigma, and empowering patients and healthcare providers. The organization also advocates for better access to care and funds scientific research to discover new treatments and potential cures.
Through its robust online platform and outreach programs, NEA has created a strong sense of pride and connection within the eczema community. Every year, people from all over the country look forward to NEA’s signature event, Eczema Expo. The four-day event celebrates and empowers people living with eczema, their loved ones, caregivers, medical professionals, and researchers. Expo offers a mix of education, support, community-building, and fun. NEA’s first-ever Steps to End Eczema Walk took place during Expo 2025 in Scottsdale, AZ.
The Challenge
NEA needed a social media partner to keep the Expo buzzing online while staff focused on their on-site responsibilities. Centered around a “Back to School” theme, our goal was clear: to spark serious FOMO among followers and amplify excitement with attendees. Every post captured authentic moments—real laughs, genuine connections, and spontaneous energy—so both in-person and online audiences felt they were part of something bigger. By showcasing these experiences, we aimed to turn interactions into lasting bonds, strengthening the eczema community and fostering support networks that extend far beyond the Expo floor.
The Solution
Beyond designing and producing all Expo signage and various promotional items, three Graphcom team members (Brianna Barnes, Kristin Hundley, and Devon Fiore, pictured above) were on the ground in Scottsdale, fully immersed in the action—including participating in the Walk to End Eczema. Throughout the event, the team captured and shared dynamic, real-time social content: attendee interviews, sneak peeks of Expo swag, breakout session highlights, candid moments of connection, exhibitor excitement, “prom” festivities with dancing and awards, and Walk participants alongside the top fundraisers.
Meanwhile, back at Graphcom, the offsite team was closely monitoring social chatter, sharing and engaging with attendee posts (and commiserating with those who couldn’t attend this year), and leading the charge on online engagement. We made NEA’s social networks almost as lively and fun as the event itself. It was a fast-paced few days, but together, we transformed the Expo into a fully immersive, shareable experience that was both in-person and online, strengthening community bonds and amplifying excitement across every platform.
The Results
Eczema Expo 2025’s social reach increased more than
%
compared to social reach for Eczema Expo 2024.
Key Takeaways
1,294% engagement surge on Facebook
200%+ total social reach increase
82,360 story views on Instagram
What’s Next
We’re proud to continue collaborating with NEA in all its marketing efforts. Together, we bring NEA’s mission to life across social media, blogs, magazines, direct mail, e-newsletters, fundraising appeal letters, and more—infusing every channel with energy, creativity, and impact. We value our partnership and look forward to innovating, inspiring, and exploring new creative possibilities to make every project bigger, bolder, and more engaging than ever.
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