50 YEARS by Initiative for Bayer

Adsarchive » Promo , Case study » Bayer » 50 YEARS

50 YEARS

Pin to Collection
Add a note
Industry Health & Pharmaceuticals, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency Initiative
Released May 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: BAYER
Product/Service: BAYER PHARMACEUTICALS
Date of First Appearance: May 6 2010
Entrant Company: INITIATIVE, Los Angeles, USA
Entry URL: http://www.facebook.com/#!/50years
Vice President/Innovations: Tiffany Wagner (Initiative)
Vice President/Account Director: Joan Taylor (Initiative)
Executive Vice President/Director/Innovations: Dave Rosner (Initiative)
Group Account Director: Andrea McAteer (Initiative)
Media placement: Social Media - Facebook - May 6, 2010
Media placement: Television - Early Show - May 6, 2010
Media placement: Website - Daily Candy - May 6, 2010
Media placement: Social Media - Facebook/Causes - May 6, 2010

Insights, Strategy & the Idea

The US birth control category is competitive and highly regulated which makes delivering breakthrough communications a challenge. Our strategy was to assert Bayer’s leadership by celebrating women’s empowerment by linking to a historical milestone, the 50th anniversary of the pill. We sought to remind women of the cultural movement that surrounded the introduction of the pill and reinvigorate it with traditional and social programs. The goal was to connect with the target emotionally by celebrating women’s accomplishments over the past 50 years while inspiring them to think about possibilities for the next 50.

Brands that behave like “Navigators” (offering help, guidance) outperform their categories and command greater trust, loyalty and sales. Our target:
• has a strong sense of sisterhood
• is proud of what she’s achieved (motherhood, career and community involvement)
• is social and participatory
• appreciates the sacrifices of our foremothers which paved the way for us

Creative Execution
Regulatory guidelines make Facebook pages in the Pharmaceuticals difficult, but we were able to launch one (www.facebook.com/50years) and used it as the campaign hub. There we provided the content and community to empower action which included:
• A timeline of women’s achievements over the past 50 years
• A contest that encouraged women to submit business ideas
• A cause campaign that drove donations to a non-profit dedicated to improving women’s lives
• Inclusion of celebrity support to fuel conversation

The “Make Your Mark” contest encouraged women to share their business ideas. Winner were photographed by Annie Leibowitz and included in the Empowerment album. Each winner received a monetary award to start the business along with a trip to NYC for the photo-shoot and event.

Gloria Steinem and Hillary Swank drove awareness through appearances on news shows. A digital campaign with a large, trendsetting women’s website drove awareness and participation.

Results and Effectiveness
We raised awareness and discussion around the Pill, women’s empowerment and most importantly Bayer.
• Campaign buzz garnered over 340 Million impressions in national print and broadcast
• Over 33,000 women joined the cause to support a non-profit that helps underserved women. Each person that joined triggered a Bayer donation; many were inspired to donate more themselves
• The contest received over 2,400 submissions -- 11x the number our contest partner had ever seen. We had to hire additional staff to manage the review process
• In four months we realized an 18% improvement for association of brand with health/safety