Brandao
About The Company
As a global healthcare leader, Novo Nordisk is dedicated to driving change to defeat serious chronic diseases. The pharmaceutical company is best known for its pioneering work in diabetes care and its expanding portfolio of weight management medications.
With a strong global footprint, an international workforce of tens of thousands, and availability in over 170 countries, Novo Nordisk remains at the forefront of pharmaceutical innovation and patient advocacy.
The Challenge
The objective of this campaign was to challenge societal bias surrounding obesity. Addressing the common misconception that blames individuals for their condition, Novo Nordisk launched an impactful campaign centered on the personal stories of four young women. The initiative framed obesity as a legitimate medical disease, emphasizing that those affected are not alone and encouraging them to seek professional healthcare support.
The Strategy
The campaign follows the personal stories of four young women: Aranza, Queena, Becky, and Fran. Coming from four different countries, they highlight their lived experiences with obesity and reflect on shared challenges, including overcoming social stigma in school and confronting rigid beauty standards.
The campaign was structured around two key objectives:
Brand Awareness Campaign: Focused on maximizing video completion rates and ThruPlays to build audience connection.
Traffic Campaign: Focused on optimizing link clicks to drive qualified traffic directly to the campaign hub.
The landing page aimed to guide visitors toward a BMI calculator, offering personalized health insights and connecting users with local healthcare professionals for expert medical guidance.
The video views campaign featured four distinct video assets, allowing each young woman to share her story. The traffic campaign utilized seven image creatives paired with direct calls to action to drive user engagement.
Audience targeting leveraged interest groups informed by consumer insights from both Novo Nordisk and our internal agency research. As the campaign progressed, a retargeting audience was created from users who completed at least 25% video view duration.
The strategy was deployed across three primary markets: Germany, Spain, and Denmark.
Results
The campaign delivered outstanding performance, successfully sparking public debate around obesity as a medical condition while reinforcing the need for empathy and respect. In addition to driving a substantial surge in landing page traffic, the initiative generated meaningful social conversation.
Overall performance was exceptionally strong, earning positive audience sentiment, over 2,285,632 Meta impressions, and a reach of 622,361 unique users.