In a simply unprecedented move for the prescription-drug industry, we convinced GlaxoSmithKline to develop an association with RuPaul’s Drag Race – a show very popular with both gay white men and African American women.Yes, GSK and a drag queen.By developing a first-ever partnership with the LOGO network, a US gay-oriented television and multi-media property, GSK connected with “Living With HIV,” a series of online “digisodes.” The series featured the compassionate, tell-all conversations of one of the show’s stars, Ongina—who spoke honestly and touchingly about both her decision to reveal her HIV status, and living a full life with the disease. The video was clearly supported by banner ads on the digital site for Epzicom and Lexiva—making a strong statement about both Ongina’s story and the GSK brands.These powerful videos pushed through the cluttered environment with the support of high-impact media placements and sponsorships throughout the site.

Marketing bravery and creativity led to never seen before results.1. As much as a 150% increase in “Intent to ask a doctor for a specific brand prescription”.2. The “Living with HIV” video playlist received over 200,000 page views with over 25,000 video downloads. That’s over 125,000 minutes….over 2,000 hours…over 86 days that patients spent engaged with the digisodes!With an outreach of almost 250,000 viewers, GSK’s/ LOGO’s digisodes delivered significant penetration against our target of roughly 1 million HIV patients in the US. By breaking category conventions, we didn’t just meet the client’s business objectives, we exceeded every one.