'DO A DOUBLE TAKE' WITH POP ICON LANCE BASS
PROJECT:
Product Launch
Client:
Amgen
Skills:
Digital-First PR, Influencer Marketing, Social Media Marketing, Content Marketing.
THE SITUATION
Amgen’s innovative approach to disease awareness attracted significant public and media attention, even in an age where we are bombarded with health information and digital content. The maker of Otezla®, a prescription medicine that treats symptoms of Psoriatic Arthritis (PsA) and Psoriasis (PsO), used digital-first PR and celebrity support to bring attention to a frequently misunderstood condition.
PsA is a chronic autoimmune disease that affects up to 30% of patients with PsO. PsA symptoms can mirror other types of arthritis, leading to delays in diagnosis and treatment. This can have devastating consequences, such as irreversible joint damage.
To help address some of these challenges and increase awareness, Amgen launched the “Do a Double Take” campaign. This campaign featured pop icon and entrepreneur Lance Bass performing boy band moves in a TikTok-style dance routine. Designed to educate viewers about PsA symptoms, this campaign reached over 750 million people through paid, earned, and owned media channels.
THE SOLUTION
Using digital platforms’ boundless potential combined with the influence of celebrity endorsement, our strategy focused on creating an informative and share-friendly campaign.
I. Authentic Celebrity Engagement:
Endorsement from Lance Bass, a PsA patient, brought authenticity to the campaign. His personal experience with PsA helped the audience connect on a deeper level, transforming medical information into relatable content.
II. Innovative Content Creation:
The campaign centered around a catchy TikTok-style dance routine set to a modified version of the classic “Head, Shoulders, Knees, and Toes” song. This creative approach made the content highly relatable and shareable and cleverly incorporated information about body parts commonly affected by PsA.
III. Multi-Channel Distribution:
A strategic mix of paid, earned, and owned media channels helped maximize the campaign’s reach. This comprehensive approach ensured that the message reached diverse audiences across various platforms.
IV. Interactive Digital Tools:
Creating a landing page featuring the Psoriasis Epidemiology Test Tool (PEST) further complemented the awareness campaign. This interactive element provided a user-friendly way for visitors to assess their risk of PsA, expanding the campaign’s educational impact.
THE IMPACT
KEY TAKEWAYS
- Various media platforms can be crucial for healthcare providers who wish to effectively engage with diverse patient populations, especially those with mobility challenges
- Integrating digital and traditional channels creates a smooth patient experience, from first contact to post-treatment care
- A personalized experience can enhance patient responsiveness and outcomes, increasing engagement and patient loyalty
- Digital platforms must have accessibility features available for elderly and differently-abled patients
