IBS-D Takes Guts
The unbranded side of the XIFAXAN account is slightly more educational, bold, and stigma-breaking. Our goal is to engage the audience by making content that matches the stuff they see out in real life.
Paid social, website, digital banners, OLV
Paid Social - The IBS-D Takes Guts Studio
To capture attention and deliver information in a relatable way, we developed paid social videos that look like clips from a podcast. My favorite copy-trick was starting the videos almost mid-sentence to make them feel similar to how other real podcast clip their own social videos.
Paid Social - Sparking the IBS-D Conversation
For IBS-D Awareness Month, we activated a host to "spark" honest conversations and confessions about IBS-D. Despite the restrictions of pharma, we were able to develop scripts and work with actors for some assets and still play in the unscripted field with real street interviews.
