'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 CAMPAIGN
Amgen’s innovative approach to disease awareness cut through a highly saturated digital landscape, capturing significant public and media attention. As the maker of Otezla®, a prescription treatment for Psoriatic Arthritis (PsA) and Psoriasis (PsO), Amgen aimed to increase awareness of a frequently misunderstood condition using a digital-first strategy supported by celebrity advocacy.
Psoriatic Arthritis is a chronic autoimmune disease affecting up to 30% of patients with psoriasis. Its symptoms often mimic other forms of arthritis, leading to delayed diagnosis and treatment—sometimes resulting in 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.
Distributed across paid, earned, and owned media channels, the campaign reached over 750 million people, significantly increasing awareness and engagement around PsA symptoms and generated extensive earned media coverage across top-tier publications, expanding its reach beyond paid and owned channels.
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.
