PUBLICIS HEALTH MEDIA, New York / SHIRE / 2017
Our disease state awareness campaign called eyelove leveraged the celebrity endorsement of Jennifer Aniston, whose warm persona and genuine testimonial as a sufferer of CDE spoke directly to our audience of Gen X and Baby Boomer women. The print plan and creative executions eschewed the traditional messaging and markers of standard pharma advertising and instead embraced the look and feel of CPG or beauty product campaigns. Data showed us the high propensity of our target to deeply engage with the print magazines she loved most. We aligned the eyelove brand with titles that surround her lifestyle in beauty, fashion, lifestyle, and health. Various research tools analyzed audience consumption and top-reaching print partners against the disease condition, while third-party health data helped to target the right geographic markets. We met these insights through unexpected page configurations, thoughtful content and editorial content adjacencies with relevant messaging, and overall executions that are memorable.
Our goal was to increase awareness to a contextually-relevant large-scale audience. Our Print planning approach inserted brand messaging into key magazine categories that the target reads: beauty, fashion, lifestyle, and health.
By presenting conspicuous, standout content—multi-page executions, advertorials, and “paper to digital” opportunities—we created an immersive, unexpected experience that would ingrain itself into the everyday life of our target audience. We partnered with our print publishers who wrote content endemic to our target’s lifestyle. Advertorials were customized to reflect the tone and feel of the publications while tying content to CDE symptoms. We leveraged over two dozen titles across several months to help drive the message.
Launched in August 2016, Print proved to be a hard-working channel for eyelove, allowing our disease state awareness campaign to reach our audience through a story-telling medium they know and love. The campaign, which focused on helping women actualize the connection between their symptoms and artificial tear use while encouraging them to “show their eyes some eyelove,” over-indexed on our target across 22 titles, reaching almost 57 million people. Print had the second-highest reach of all channels after TV, making it a significant contributor to the increased rate of category awareness directly attributable to the eyelove platform. Leveraging metrics from Google Surveys, we saw awareness of Dry Eye consistently exceed 70 percent during launch – a significant lift from approximately 50 percent year-over-year. Further, our measurement plan allows us to match subscribers and households back to prescription and claims activity, which informs where we continue to run our print campaigns.
PUBLICIS HEALTHCARE COMMUNICATIONS GROUP, Philadelphia
J. WALTER THOMPSON JAPAN, Tokyo
2016, JOHNSON & JOHNSON