Triglyceride – or TG – is unpleasant stuff. It’s a kind of fat that can build up in your body and in high levels can lead to hypertriglyceridemia, which causes or contributes to all kinds of nasty conditions like acute pancreatitis, or cardiovascular disease. Four million people suffer from hypertriglyceridemia in America alone.
AstraZeneca developed new medication to reduce TG in adult patients, and engaged our services to help launch it. The problem: one mention of triglyceride makes the average person’s eyes glaze over (no wonder it’s referred to as the forgotten fat). And as hypertriglyceridemia often shows no immediate symptoms, it’s all too easy for our audience – unhealthy 50-something males – to ignore the problem.
With few knowing about TG, let alone caring about it, we needed to do something different to educate and inform them of the dangers.
Our research showed our audience was a lot more interested in fishing than TG. So who better to share diet and exercise information than a pair of wise-cracking fish?
We left it to Marty and Sal to deliver the ins and outs of TG with a range of fin-tastic puns. Our aquatic pals entertained and educated via a range of exercise tips and diet advice, which went down swimmingly on YouTube, via their own @fromafish Twitter account, and their online home at takeitfromafish.com.
As the unlikely duo made waves in a sector where dryer communications are still the norm, we extended the campaign onto Pinterest, where our research told us we’d find our audience’s loved ones.
Extending Marty and Sal’s words of wisdom into these social spaces – unusual waters for a pharma campaign – proved a highly successful strategy. After just three months we achieved an 11% lift on searches for high triglycerides, and maintained this performance right through the campaign.
On Twitter, we achieved the 4th highest total follower account ever in pharma. On YouTube, we achieved double the completion rate of the pharma benchmark, and quadrupled the amount of organic views that could be expected.
Our fish even went on to net a Lion – scooping the Pharma Grand Prix in Cannes. All of which shows there’s no reason a subject like triglyceride can’t make a splash.