Winner: FCB Health - HEY MS, Take This!
For decades, people living with multiple sclerosis (MS) had only injections available to treat their condition. In 2010, Novartis' GILENYA became the first oral treatment indicated for people with relapsing forms of MS. But in 2013, additional oral therapies were introduced, and the GILENYA team (led by FCB Health) looked to differentiate the brand in a meaningful, impactful way.
The brand’s goal was to reach people with relapsing MS (400,000 people in the United States), who are largely female, ages 25-45. 95% of that target search for information online, and 84% seek online support from other MS patients. The objective was to raise awareness about GILENYA (compared to injectables), and to increase demand by encouraging people with MS to talk to their doctor about GILENYA.
FCB Health did this by speaking in an authentic voice, in those places where people were already engaged in conversations: online and on social media. By developing groundbreaking content and online properties, they quickly earned street cred and trust for the brand. The result was higher engagement levels across all channels, helping to raise favorable brand perception within this close-knit community.
Comparing pre- to post-campaign, brand awareness increased a significant 32% YoY among the total MS population. In December 2013 brand awareness among women ages 25-44 was 76%, a 34% increase from January of that year; there was also an 82% increase in patients who perceived GILENYA to be “recommended by MS patients;” a 22% increase in patients who considered GILENYA; and a 21% increase in patients requesting GILENYA by name. The Facebook engagement rate KPI was blown out of the water, with a 321% incremental lift and 90% of Facebook posts are shared by users.
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