Bayer, a pharmaceutical brand, made its product relevant to a new audience in the US by focusing on its life-saving capabilities.

 

• Bayer needed to invigorate sales and urge people to be prepared for a worst-case scenario by carrying aspirin with them at all times.

• Bayer found that, though people do search for what to do when having a heart attack, they also search for what to do if somebody around them is having a heart attack, so instead of trying to convince people they really could have a heart attack, Bayer focused on how they could help others.

• We created a two-minute film featuring real heart-attack stories, alongside additional content that was fed to select influencers to post on their social media pages, a direct-mail hero kit sent to pledged aspirin carriers, and Facebook-targeted ads that redirected users to the brand's webpage.

• Over 35,366 people took the online pledge to carry aspirin, 67% of people stated they are likely to carry aspirin and the campaign earned over 42m media impressions.