Bronze
Pharma & Medical
Branded: Use of Social Media Campaign
| Entrant: | 21GRAMS, New York |
| Brand: | HEMLIBRA |
| Title(s): | "Tokking Their Language", "Tokking Their Language" |
| Corporate Name of Client: | Genentech , San Francisco |
| Client Marketing Director: | Petra Szatmari |
| Agency: | 21GRAMS, New York |
| Agency President: | Kat Piscatelli |
| Chief Creative Officers: | Frank Mazzola/Tom Richards |
| Executive Creative Director: | Lauren Pollina |
| Senior Creative Directors: | Ashley Holbrook/Patty Huang |
| Creative Director - Art: | Andy Vallejo |
| Creative Director - Copy: | James Kuo |
| Associate Creative Directors: | Evan Atherton/Nicole Meyer |
| Copywriters: | Nick DeRosa/River Clegg/Javi Pinol/Isaiah Bridges-Green |
| Art Directors: | Max Gold/Frank Hammar/Janey Tuite/Hannah Sicherman/Olivia Kossakowski |
| Agency Head of Production: | Jill Landaker Grunes |
| Agency Executive Producer: | Vera Everson |
| Agency Editors: | Drew Moraca/Krisit League |
| Agency Project Managers: | Kat Plytynski/Chris O’Brien |
| Agency Brand Strategists: | Danielle Montalbano/Andrew Magrini/Scott Ballard/Vanessa Farkas |
| Agency Account Team: | Mandy Rexroat/Jennifer Chang/Kristi Tezha/TJ Blitzer/Kristin Arnold |
| Director: | Sarah Kambe Holland |
| Producer: | Erin Roca |
| Line Producer: | Jessica Gullo |
Description:
So HEMLIBRA, a treatment for hemophilia A, decided to redirect their Gen Z audience somewhere else to learn about their product: TikTok.
We took important information on our website and recreated it for the platforms they’re on, in a style they love. Why read about dosing options when you can watch an 80’s disco performer sing it to you?
By creating engaging videos, we slipped into their feeds in a way no healthcare product has before.
The audience was Gen Z men living with hemophilia A. We needed to educate them on HEMLIBRA, a first of its kind medication. We knew this audience spends an average of 3 secs on a healthcare product’s website and that they turn to TikTok as their primary search tool.
We had to find a way to take the important, complex information about HEMLIBRA and make it appealing to this hard-to-reach audience.
We created a new channel on TikTok that distilled all of the key information about HEMLIBRA into wacky and outlandish content tailored to our audience. The videos were humorous, educational, and fun to watch. By creating a content destination that felt authentic to social media platforms, we created a new resource for the Gen Z hemophilia A community to learn about this one-of-a-kind product.
Since launch in April 2023, the channel has had over 99,000,000 views and reached over 81,000,000 people (for reference, only about 20,000 people in the US have hemophilia A).
We’ve also had over 20,258 minutes of content watched––a pretty significant growth from the 3 seconds they spend on a healthcare website.