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We are excited to be announced as the winner of the 2020 Fierce Pharma Marketing Awards for Social Media for Consumer for our work on Eli Lilly and Company’s “Off to a Good Start” campaign. Our team is proud of this campaign’s success in providing millions of people with valuable resources for improving their health.
Off to a Good Start centers around a series of unique animations to help people with type 2 diabetes better understand their disease state. Research revealed that a dangerously high number of patients do not adhere to their treatment plan once diagnosed with the disease. We realized this gap in adherence as a unique opportunity to educate people about type 2 diabetes on a platform they’re familiar with: social media.
Through a series of video animations, we sought to strengthen people's understanding of their disease and empower them to take control of their health by talking with their care providers about critical touchpoints in their personal journey. Each animation highlighted a specific topic relevant to people with diabetes including balancing blood sugar, understanding the impacts on other parts of the body, and disease progression over time.
The design and messaging for each animation were simple and approachable, making the information accessible to a diverse audience by breaking down complex topics into easy-to-understand messages. Beyond simply translating the English versions, we developed specific animations with a Spanish-first approach, tailoring the content to highlight cultural elements in our message delivery.
The animations were posted to Facebook with a digital marketing campaign focused on engaging a broad audience. We optimized each graphic for the mobile platform and transformed animations into captivating customer experiences using carousels and Facebook’s immersive Instant Experience platform. We also deployed targeted ads to deliver content to those who expressed interest in or engaged with other content about diabetes.
The Off to a Good Start campaign was a huge success, reaching over 35 million people (and counting) and generating more than 350 million impressions. The campaign has over 93 million video views in total and our average video watch time is two times higher than Facebook’s average for video ads.
The campaign also marks a major milestone in our partnership with Lilly and the continued multi-year investment in evolving their brand. The campaign’s success has provided a blueprint for other similar campaign efforts across the company.
The Fierce Pharma Marketing Awards recognize and celebrate creative excellence in pharmaceutical advertising. Submissions are reviewed by an expert panel of industry leaders and evaluated based on the following criteria: creativity, strategy, audience impact, social good, true innovation, and effectiveness.
The Social Media for Consumer category focuses on digital marketing efforts centered around engaging and educating users on social platforms like Facebook, Instagram, and Twitter. Our work on the Off to a Good Start campaign was one of many submissions and was announced as a winner in the category in October.
It’s an honor to be recognized as a winner at the 2020 Fierce Pharma Marketing Awards and we look forward to creating more innovative, industry-leading campaigns in the future.
To see examples of Off to a Good Start creative, visit Lilly Diabetes.