Multimillion-Dollar Omnichannel Influencer Campaign
Challenge: Shire Pharmaceuticals needed to raise awareness of chronic dry eye disease prior to the launch of its new prescription treatment, Xiidra, and shake sufferers out of complacency with their symptoms and reliance on ineffective over-the-counter options.
Strategy: Disrupted category norms by creating a CPG-inspired disease awareness campaign called Eyelove, centering on lifestyle and education to create a brand that felt more like a daily essential than a prescription.
Celebrity influencer: We partnered with Jennifer Aniston as a high-profile brand ambassador, leveraging her influence across all channels to foster deep, authentic engagement with Gen X and Baby Boomer women.
Omnichannel media + creative strategy was tightly synced to create brand experiences across every facet of a woman’s life. By meeting the target in their natural environments, we empowered them to rethink their approach to dry eye treatment.
Solution: Partnered with the CMO of Shire (now Bausch + Lomb) to launch a $60M+ omnichannel campaign integrating creative and media strategy.
Spearheaded partnership with creative agency to develop immersive brand experiences with premier publishers in digital, social, print and TV and led the first-ever pharma sponsorship of the Goop Health Summit for “Eyelove”.
Managed a 12+ person media and analytics team, delivering a continuous, cohesive brand experience across the full customer journey—from initial awareness to action.
Implemented an AI data-driven measurement framework that moved beyond traditional metrics to prioritize audience quality insights, media partner performance, and core target penetration—enabling rapid optimization to maximize reach and ROI.
Utilized campaign and audience data to drive target to the prescription treatment, Xiidra.
Results: The campaign received multiple awards, including a Cannes Lion and first-ever Facebook pharma case study.
TV: 80M people reached, over-indexed by 350 percent
DISPLAY: Over-indexed on target at 4-to-1ratio
PRINT: Over-indexed across 22 titles, reaching 25M people
POINT-OF-CARE: Return-on-Investment of over 4-to-1
OUT-OF-HOME: Increased awareness and traffic to the site
PAID SEARCH: Over 1/3 of visitors had disease diagnosis
SOCIAL: Exceeded all Meta benchmarks for pharma
International Biotech Entering the U.S. Market
Challenge: Sol-Gel, an emerging international biotech company, needed to build awareness and interest among investors and physicians for two proprietary dermatology products in the highly competitive acne and rosacea categories ahead of its U.S. launch—within a limited budget and compressed timeline.
Strategy: Reassessed existing global assets for relevance in the U.S. market and identified cost-effective approaches to build awareness among priority physician and investor audiences.
Drove attention by clearly differentiating the effectiveness of the company’s proprietary medical technology.
Reconsidered the positioning of key pipeline products to better resonate with both physicians and investors.
Solution: Developed a comprehensive content and creative strategy to clearly differentiate the brand from U.S. competitors.
Partnered closely with the Creative Director to reimagine a modernized creative platform and design system that would resonate with U.S. dermatologists and the biotech investment community.
Elevated credibility by promoting leading dermatologists discussing the real-world impact of acne and rosacea on patients, as well as emerging treatment approaches.
Launched a cost-efficient organic social media campaign to build anticipation and early awareness ahead of the U.S. launch.
Continuously optimized creative and messaging through ongoing data analysis, dynamically adapting content throughout the campaign to maximize relevance and performance.
Results: The media and creative optimization strategy significantly increased social media followers within key target demographics and drove early interest in both the products and proprietary drug technology ahead of the U.S. launch. The campaign exceeded client expectations, resulting in an agency contract extension.
+110% LinkedIn followers
+142% Twitter followers
+26% New Site Visitors
+20% Total Site Visitors
+6% Site Session Length
*solely from organic social media
Multicultural Personas & Journeys for New Target Audiences
Challenge: ViiV Healthcare needed to expand HIV awareness and prevention efforts among multicultural and marginalized communities, with a primary focus on transgender women—specifically trans women of color. Research revealed that many trans women felt existing HIV advertising failed to represent them authentically or reflect the realities of their communities, leading to disengagement and distrust.
Strategy: Navigating the transgender market requires a highly nuanced, intersectional approach due to the diversity of identities and lived experiences within the community.
The transgender woman umbrella encompasses a wide spectrum of expressions and experiences—from masculine to high femme—necessitating exceptional sensitivity in language, tone and visual representation that traditional advertising often overlooks.
Intersectional factors such as race, socioeconomic status, geography and access to healthcare were critical to understanding how messages would be received and acted upon.
The strategy focused on building cultural relevance, trust, and empowerment through authentic representation and community-informed communication.
Solution:
Primary Research: Compiled primary research with the target communities combining qualitative and quantitative insights to develop a communications strategy grounded in both empirical data and lived experiences.
Personas and Journeys: Created detailed personas, mood boards and audience journey maps culminating in an immersive educational workshop that helped the client deeply understand how race, identity, and situational factors influence healthcare engagement and decision making.
Strategic Framework: Developed three core pillars to guide all communications and ensure every touchpoint reflected respect, authenticity and agency.
Celebrate US Without Expectations
Talk to Us Like You Know Us
Empower Us to Stay Safe
Results: Research insights were translated into media strategies and culturally relevant activations designed to connect with trans women in meaningful ways. Subsequent TV and print campaigns featured trans women of color, using language and visuals that reflected their lived realities and fostered trust.
Additional brand activations proposed included:
ViiV speakers training program in major U.S. citiies
Corporate-level community liaison role
ViiV sponsored clinics promoting patient assistance programs
Ballroom dance competition sponsored by ViiV
A very edgy direct messaging strategy on LGBTQ+ dating platforms
Together, these efforts positioned ViiV as a brand that listens, represents and acts in partnership with the communities it serves.
Revisiting Barriers and Drivers to Customer Purchasing Journeys
Challenge: A major pharma company needed to restore market interest and drive sales across a broad portfolio of hospital products. Significant industry shifts—combined with the natural aging of several product lines—had disrupted traditional purchasing dynamics and negatively impacted overall sales performance.
Strategy: To understand the evolving market and procurement landscape, we conducted a comprehensive analysis of shifting purchasing behaviors and decision-making dynamics.
Stakeholder Research: Led primary research sessions and workshops with sales representatives, division leaders and key target audiences to identify newly influential decision-makers within the procurement process.
Data Analysis: Analyzed internal sales data alongside third-party intelligence to surface critical industry trends, including drug supply shortages and the rapid growth of compounding pharmacies.
Market Shifts: Examined the expanding influence of Group Purchasing Organizations (GPOs) and how their growth had fundamentally altered traditional purchasing patterns and sales cycles.
Solution: Research revealed that existing assumptions about purchasing drivers and barriers were no longer accurate and we needed to redefine the purchasing journey.
Journey Mapping: Redefined and mapped distinct purchasing journeys for three core product groups, identifying current friction points and breakdowns across the sales cycle.
Priority Identification: Developed an extensive master data framework incorporating months of cross-portfolio insights and conducted a rigorous prioritization process to distill 31 high-impact business issues requiring action.
Advanced Modeling: Partnered with research and data teams to leverage AI-driven modeling and datasets from IQVIA, Epsilon, ATUs and market surveys to define new audience segments within the modern purchasing journey.
Results: Delivered a streamlined, actionable framework to address systemic challenges across the sales process. This strategic realignment led to revised value propositions, updated purchasing journeys and the identification of high-value look-alike audiences—enabling more effective marketing activation and improved performance across the hospital product portfolio.
