Merck launched “Can’t Wait For,” an emotional video that poignantly highlighted that among all the inventions we look forward to, only one has life-saving impact. It begins with “person-on-the-street” interviews with trendy, techy people in Silicon Valley (CA) and Silicon Alley (NYC) who are asked: “What invention can’t you wait for?” Most answers center on ideas like “time travel” and “flying cars.” The goal was to entertain and keep our audience guessing what point the video would eventually make. Our last interviewee is a parent of a child with cancer whose only wish is for “a cure,” reinforcing that, while our research shows 95% of people don’t think of medicine as invention, to this parent, it’s the only invention that matters. That moment turns the video on its head and poignantly demonstrates the fact we overlook the importance of medical invention.

The “Can’t Wait For” video launched April 2017 and ran through October 2017. We took a multi-pronged implementation approach:

- Employee and Investor Engagement: Distributed to shareholders and employees including in town halls around the world

- Paid Media: Included in video media buys on various Time Inc. properties

- Earned Media: Shared and featured on new outlets for Merck (Inc. and Business Insider) that allowed the company to show up in an unexpected way

- Social Media: 15-second versions of the video were created to appeal to different targets and shared across Merck’s corporate social media handles at moments when they would resonate most:

o A version for moms focused on the story of a parent

o “Influential consumers” focused on technology

- Digital Media: Featured on Merck.com. The site also houses survey research and stories of how Merck is inventing

When compared to competitors, Merck saw a lift in volume and net sentiment (39% and 100% respectively)

- New high for engagement: Engagement on Merck’s social media channels was at record levels. For example, on Facebook and Twitter engagement rates were double the industry average.

- Record views: The video has garnered more views than any other corporate video in the company’s history, with more than 15 million views across all platforms and channels.

- Content resonated with targets: Videos served via paid advertising achieved a 79% completion rate, even when the video was skippable.

- Enthusiastic employee response: 83% of employees were aware of the short phrase that reflects the company’s commitment to inventing transformational medicines and vaccines and 78% understood the role of invention at Merck.