PUBLICIS HEALTHCARE COMMUNICATIONS GROUP, Philadelphia / SHIRE / 2017
A disease state awareness campaign called eyelove was launched in August 2016, and leveraged the celebrity endorsement of Jennifer Aniston, a beloved television and movie star whose warm persona and genuine testimonial as a sufferer of CDE spoke directly to our audience of Gen X and Baby Boomer women. Various research tools analyzed audience consumption and top-reaching media outlets against the disease condition, while third-party health data helped to target the right geographic markets. Data informed not only the proper channels to best reach our audience, but also the media mix and budget allocation for the most effective campaign breakthrough.
Utilizing digital, print, TV, point-of-care, and out-of-home (OOH) advertising, the campaign eschewed the traditional messaging of standard pharma advertising and instead embraced the look and feel of CPG and beauty product campaigns. This established a unique and authentic relatability between the awareness campaign and the target audience.
We surrounded our core target of women 40 to 60 wherever she was: at the coffee shop, on her commute to work, at the gym listening to music, during her work day browsing online, and at home reading her favorite magazines. Elements included:
- An integrated video strategy that consisted of broadcast, connected, and non-linear TV.
- A print campaign that went beyond the “pharma-norm” through lifestyle advertorials.
- A digital media campaign that included native, video, and unexpected creative executions.
- A high-profile OOH campaign that included messaging in nail salons, on coffee sleeves, and through transit station dominations.
- Point-of-care tactics where brand was present in offices of eye-care professionals and pharmacies’ artificial tear aisles.
- An extensive paid search campaign that captured queries as a result of ad exposure.
- A culturally-relevant paid social campaign that engaged our audience at different times of the year.
The campaign produced impressive results across all channels:
TV: 80MM people reached, over-indexed on reaching CDE patients by 350 percent. TV helped grow awareness, creating a halo effect benefitting other media channels.
DIGITAL DISPLAY: 4-to-1 greater reach of CDE patients vs. the general population. Strong targeting and ad placement drove new patient growth.
PRINT: over-indexed on CDE patients across 22 titles, reaching 57MM people. Measurement matches subscribers and households back to prescription activity, informing future print decisions.
POINT-OF-CARE: Return-on-investment of over 4-to-1. Incremental lift in new patients from the shelf-talker campaign in pharmacies drove this impressive ROI.
PAID SEARCH: Over one-third of search visitors to the eyelove site already had a CDE diagnosis, indicating the effectiveness of keywords and content in connecting with patients.
OUT-OF-HOME: Surveys conducted across multiple cities indicated the OOH campaign drove increased eyelove awareness and encouraged those who saw ads to go online for additional information.
NATIONAL GEOGRAPHIC CREATIVEWORKS, New York
DEL CAMPO NAZCA SAATCHI & SAATCHI, Buenos Aires
2005, PROCTER & GAMBLE