Direct to Consumer
This category recognizes effective marketing efforts from direct to consumer (DTC) businesses, for any type of product or service and from any marketplace segment.
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PROGRAM
2023 BRONZE
Treatment Signing Day
Case not authorized for public release. ALPROLIX needed to expand to a new Hemophilia audience segment, using a fresh approach to motivate them. These patients had ruled out the brand; getting them to reconsider required breaking through the category clutter and their own preconceptions. Using a made-up, sports-themed event we inspired patients to view their very serious disease in a fun, culturally relevant way. Our over-the-top Treatment Signing Day increased click-throughs (150%), site engagement (398%), and conversion rates (56%) over prior campaigns, and established a new audience for the brand.
Brand:
ALPROLIX
Client:
Sanofi
Agency:
FCB Chicago
Language:
English
FINALISTS
Cadillac
The Art and Science of Anticipation
TIKI Brand
TIKI Firepit: Scorching Sales with Our First DTC Product
SimpliSafe Home Security
Social Distancing Sweater
