Situation

There’s a longstanding view of the pharmaceutical industry as cold, calculating, and profit-obsessed. With research showing that 55% of people recognize BI as a drug company, there was—not surprisingly—an unyielding bias against it. The reality of BI’s ethos and day-to-day business couldn’t be more different, with pioneering work in human and animal health, and caring, compassionate culture. BI needed to authentically connect with audiences to change cemented perceptions and transform the hostility into advocacy.

Brief

Demonstrate the care and compassion in BI’s day-to-day work to shatter perceptions and create a lasting, emotional connection to the brand.

Objectives

• Flip the perception of BI as ‘just another pharmaceutical company’ by creating an authentic connection to it

• Spotlight BI’s growing focus on the synergies between human and animal health

• Demonstrate that BI operates with compassion by driving people to the company's website

• Increase positive conversations about BI online

A little-known, unique aspect of BI’s business is its focus on the synergies between human and animal health. BI explores the science behind human/pet wellbeing and invests significantly in programmes that promote human/pet interactions such as Funappas in Uruguay, which trains guide dogs; and Riding for the Disabled in the UK. So, when new Ipsos research revealed that nearly 84% of pet owners believe their animals improve their quality of life, BI had an idea: it decided to champion the effect that the bond between a pet and its owner can have on physical and mental wellbeing. Whether a dog, cat or horse—a pet’s steadfast loyalty, unconditional love, and impromptu cuddles can make all the difference in times of stress, pain or personal loss.

Thus, A Unique Bond was born, showcasing BI’s dedication to animal and human health while providing the emotional lever it needed to shift public perception.

'A Unique Bond' strategically embraced the fluff and fur in our lives: our trusted pet companions. With nearly 70% of respondents citing a powerful bond with their animals, the campaign sought to convey how men and women with diabetes, cancer, stroke, COPD and systemic sclerosis overcame their darkest moments not just through their medication, but through the unconditional love of their furry friends.

Five real stories were chosen to showcase the bond through brand storytelling, with the aim to drive people to the campaign's webpage:

1. Bear-like dog Brumbi provided Helga with emotional support to battle breast cancer

2. Snowball, the cupboard-hiding cat, loves Carolyn—a COPD sufferer—unconditionally

3. Vale the dog motivated Phil get back on his feet following a stroke

4. Csenge the horse helped Anna, who has systemic sclerosis, realize her true capabilities

5. Eric’s ‘bond of brotherhood’ with dog Jake expedited his recovery from diabetes

In Q1 2019:

• Six, three-minute ‘hero’ films were created. The higher proportion of dog stories used in the anthem leveraged the insight that dogs are the most engaged-with pet across social media

• Teasers enticed people to click through to longer-form content

• Films were tailored to social channels; translated into 12 languages; and shown in 30 countries

• #AUniqueBond was amplified with a three-phase paid media strategy, using Facebook, Instagram, Twitter, YouTube, and local channels (i.e.WeChat)

• Users showing interest in the teaser films were retargeted with the hero video as they were more likely to see it through to the end

• All channels directed users to the campaign website, which featured the five videos, interviews with experts and specialists, disease facts and figures, and information on treatment

• Three news releases—tailored to local interests—fuelled global media relations

• Pre-post benchmarking survey helped measure brand perception shift

In addition to 19.5 million video views and 15million engagements on campaign content worldwide, within six months A Unique Bond achieved:

• Turned the ‘anti-pharma’ to ‘pro-BI’ (and thus pro-pharma)

o Respondents identifying as anti-pharma now view BI positively (55% increase pre [4%]-post [59%] campaign)

• Won over the public by highlighting BI’s unique focus

o 80% of people who consumed campaign content said they prefer BI to other pharmaceutical companies because of its dedication to both human and animal health

• Created authentic and autonomous interest in BI, with people exploring what they do

o Drove increase in organic traffic to BI’s corporate website to find out more about disease areas and animal health. Oncology hits increased by 1,689%; Respiratory +1,515% and Animal Health +99% (measured by pre-post campaign web activity). Note: these hits were achieved without directly targeting people to therapy area pages, paid initiatives drove people to the campaign page only

o In markets where the campaign has yet to launch, such as Netherlands and Denmark, website hits decreased -8.5% and -15.4% respectively versus markets where it was launched, i.e., Mexico (+107.5%) and Taiwan (+43%)

• Drove positive conversation about BI online

o 18% rise in positive share of voice prior to campaign launch, driven by reactions to campaign content:

? “It’s about time there’s a company helping people and animals together.”

? “Wow! I loved these videos and want to find out more about this company.”