Lilly®
Pharma
with an edge.
Eli Lilly® approached us looking to help define a non-traditional pharmaceutical playbook for one of their brands in the social space. Two years in, and we’ve accomplished that and grown the business from one brand to four.
- Client
- Eli Lilly®
- Scope
- Social playbook
- Growth
- One brand to four
- Brands
- RA Edge, Taltz®
Rheumatoid Arthritis:RA Edge
Our first assignment out that gate was to galvanize and rally individuals suffering from RA. The debilitating disease is known for joint calcification and extreme physical pain. Patients turn to the online space for support, and are typically met with negativity and hopelessness. We set out to change that.
We identified a group of 12 individuals that have been suffering from RA for decades. Collectively, we established a relationship that allowed us zero in on several insights that would help propel the strategy and creative moving forward. We organized their voices into an online hub that we coined: The RA Edge. This served as home base for the discussion and was fueled by content created together with real RA patients.
Social listening taught us that tonality would be critical for success. From that, we defined an aesthetic and language that we knew would draw people in. The conversations rallied around positivity, empowerment and motivation. Most importantly, we steered clear of negativity and armed our moderators with language to keep the energy going strong.
Finding success with the initial program launch, the client wanted to double down on social content and asked us to fill up an additional year’s worth of editorial posts.
We leaned into the idea of ‘hope’. Hope after a diagnosis. Hope for a better way of life. Hope for a cure. From that, we asked our RA Edge members what hope meant to them and with the help of a body paint artist, created a wealth of content around their responses.
Plaque Psoriasis:Taltz®
When faced with an outwardly visual disease, plaque psoriasis sufferers retreat from life.
Our goal was to create relevant and impactful visual storytelling that showcases healthy 1:1 connections from clear skin with Taltz. Because when you can love the skin you’re in, you can truly get #ONTO what’s next.
We leveraged #ONTO as a device and visual ‘viewfinder’ to showcase people getting back out there. This allowed us to both integrate ONTO into the scene and visually frame up where others were already out there.
As the first brand to hit Instagram at Lilly, we carved out new ways of displaying the safety information, without compromising on the visual impact.
