ISM stands for Indolent Systemic Mastocytosis, a rare disease that manifests as an array of different symptoms. It's very difficult to diagnose and before AYVAKIT, there was no way to treat it. In 2023 we launched a brand campaign for the first and only FDA-approved treatment in effort for patients to find another side of life with ISM.
The launch campaign telegraphs patients moving from the shadows of ISM to a brighter side of life that is rich with activity and social interaction. This work aimed to show patients that they could still engage in their own lives by treating ISM at the source rather than treating the symptoms.
People living with ISM are hesitant to ask for a new treatment but continue to live with an array of symptoms that impact their lives. "The Toll" aims to shed a light on the sum of these symptoms in effort to drive urgency to seek treatment.
This unbranded campaign was geared toward patients suffering with ISM with the intent to drive them to speak to their doctor about treatment options.
In the first 2 months after launching The Toll there were 15MM video completions and a 54% increase in direct traffic to the AYVAKIT website. Over 95% in all video lengths made it to the end to see the website.
This work beautifully telegraphed what ISM looks like in real life and was featured across industry sites
Restasis allows people to make their own tears, just like they make their own story. These photographs tell the story of how the #1 prescription drop for chronic dry eye empowers people to continue doing things for themselves.
Brand assets were implemented across Restasis touchpoints to speak to an audience passionate about DIY projects and interests where dry eye can easily interfere.
Migraine Pain Relief Starts with U put the person with migraine in control while showcasing the power of UBRELVY. We worked with Serena Williams along with many others to tell stories of high stakes moments when no one can afford to have a migraine attack.
We created a social-first campaign targeting GenZ and Millennial women with in-feed posts, reels, and stories featuring real experiences with Juvéderm lip filler. Each piece of content created awareness, consideration or conversion to get Juvéderm Lips, aiming to engage and convert new consumers to the brand amid a competitive dermal filler landscape. Social content ran across Instagram, Facebook and Snapchat. The campaign also included, OLV, display and sweepstakes content to provide further enticement and education around lip filler. The design of this campaign became a benchmark for new indications on social channels moving forward and helped to define the visual identity of the master brand.
We worked with Serena Williams to tell the story of a professional athlete, business person and caring parent who can’t afford to put her life on hold when a migraine strikes. We created digital and social touchpoints that communicated product efficacy, brand benefit and drove to the landing page where consumers could share their own migraine story and gain access to exclusive content with Serena.
We created launch materials for the first and only eye drop to treat age-related blurry near vision
ISM is a rare disease that manifests as an array of disconnected symptoms. Most people diagnosed with ISM treat each symptom individually rather than treating the disease itself.
We spoke to real patients about their ISM diagnosis and experience with AYVAKIT, the first and only treatment that targets the source of ISM.
Juvéderm Search Bar is a content series where real Juvéderm patients sip juice and spill answers to the most asked questions about dermal filler.
This cheeky content series garnered awareness on social but also intercepted people where they were searching for answers about fillers, on YouTube. With so many questions around a sensitive subject, we lightened the mood with friendly, fun and entertaining pairs of real patients to answer these pressing questions. We created a graphic system that brought additional color and character to the content and released the series in phases to promote viewership based on user-generated inquiries.
