Brandao
About The Company
Novo Nordisk, is one of the biggest pharmaceutical companies in the world with revenue of $25.057 in 2022. It manufactures and markets pharmaceutical products and services, specifically diabetes care and weight loss medications.
The company employs more than 48,000 people globally and markets its products in 170 countries.
The Challenge
The company's goal was to break the stigma about obesity. People who suffer from obesity are unfortunately often judged and blamed for it, which is a common mistake. Novo Nordisk, through this beautiful campaign, where four girls share their perspectives on what it feels like to live with obesity, wants to help the public understand that obesity is a disease, if you are living with it you are not alone and you can seek medical help.
The Strategy
This campaign let us navigate through the lives of 4 girls: Aranza, Queena, Becky, and Fran, from 4 different countries and who suffer from obesity. They share experiences like how it was being obese at school and in a society with strict beauty standards.
There were used two campaign objectives:
Brand Awareness (optimized for video views)
Traffic (optimized for link clicks)
In the landing page, our goal was to drive traffic to a BMI calculator and help the public get personalized advice and find a doctor close by where they could talk about their problems related to their weight, getting the professional help that they need.
In the video views campaign, there were used 4 videos, so each girl had a chance to tell their story. In the traffic campaign, 7 images with a more direct call to action were used.
To build the right audiences, interest targeting was used. The interests were based on research provided by the company, as well as the agency' s internal research. Later on, a retargeting audience based on people who saw at least 25% of the videos was added.
Three core markets were targeted: Germany, Spain, and Denmark.
Results
The campaign drove great results, and it was successful in starting the debate about obesity being a disease and how people who suffer from it should be treated with respect and understanding. The campaign gained massive social media engagement, as well as a significant increase in traffic to the landing page.
It was a great success with positive feedback from viewers, generating 2,285,632 impressions on Meta alone, and reaching 622,361 unique users.