Abbott

A national product launch and advocacy campaign using real consumer stories.

Connecting with real diabetes stories.

Sector

Healthcare

Brand

FreeStyle Libre

Deliverable

Campaign

Scope

  • Digital Strategy  
  • Wireframing
  • UX/UI & Accessibility
  • Web Creative
  • API & Integration
  • Multi-language Integration
  • Email marketing
  • Social Media
  • Paid Media
  • TV Commercials
  • Analytics

About the project

Diabetes is a pain, literally. Pricking your finger every day to test glucose can be inconvenient, uncomfortable and embarrassing. The FreeStyle Libre system changes that.

While the product launch was a tremendous success, the marketing approach was more focused on features and benefits than the tremendous impact the system can have on people‚Äôs lives. It was time to change all that.

By recognizing and building on the tremendous energy and passion of the current FreeStyle Libre consumer base, we sought to move the brand messaging from functional to emotional.

We combed through the hundreds of consumer testimonials submitted online to find a handful of passionate advocates who represent a broad spectrum of experiences and backgrounds.  After four days of deep and emotional shoots, we not only captured inspiring testimonials, we also had the foundation for an award-winning anthemic TV spot. The campaign proved that meaningful conversations with real consumers can inform the way a brand speaks to Canadians.