MM+M Awards

Use of Social Media бк Paid 2024

Gold: Genentech and 21Grams; Silver: Bayer Consumer Health and Twelvenote

Sarah Mahoney

October 10, 2024

10:30 pm

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Gold

Genentech and 21Grams
Tokking Their Language

While websites have long been the traditional destination for someone to learn about healthcare treatments, they are also a dumping ground for complex clinical and legal information. No wonder Gen Z spends an average of just three seconds on a healthcare product’s website.

Instead, they use TikTok as a search engine. Hemlibra, a treatment for hemophilia A, knew it had to ditch the traditional approach and, as the judges noted, “use TikTok the way it is meant to be used.”

To reach men 18 to 34, a segment of the community that didn’t engage in conventional marketing, Hemlibra went full-on TikTok. Starting with a new channel, the team translated all the vital information about Hemlibra into the wacky and outlandish video content TikTok fans already love. They were humorous, tailored to the audience and educational. And because there was no model to execute an organic social presence for a boxed warning product, the company built its own.

Notably, the content was plentiful, involving more than 15 new videos per month and more than 500 in just eight months. Since launching in April 2023, the channel has had over 99 million views, reaching 81 million people — an astonishing feat, given that only 20,000 people in the U.S. have hemophilia A. That translates to 20,258 minutes of content watched.

The judges said no other entry came close. “From the research to the quality — and absurd quantity — of execution, this is a picture-perfect TikTok campaign,” said one. “It is perfectly crafted for its intended audience.”

Silver

Bayer Consumer Health and Twelvenote
Astepro and Go! … Feel Sexy Fast

Allergies just aren’t sexy, and 65% of sufferers say they get in the way of intimacy. With that insight, Astepro teamed up with actress Meghann Fahy (The White Lotus) and created La Spontanéité, a unisex fragrance focusing on Astepro’s fast relief of allergy symptoms. With 1.83 billion earned impressions, a 26% increase in brand perception and a 39% lift in purchase intent, spring never seemed hotter. Said one judge: “Great insights, great results, delightfully different.”

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