AstraZeneca: Take it from a fish

This case study outlines how the pharmaceutical company AstraZeneca used entertainment to educate its target audience about the launch of its new drug.

AstraZeneca: Take it from a fish

DigitasLBi

Objectives

  1. Get people to seek out and watch info about Very High Triglycerides (VHTGs)
    1. Increase in the number of people seeking out high triglyceride information online against an audience uninterested in their health and health education
    2. Drive education and entertainment among the audience through story telling
      1. Generate high a video completion rate to allow AstraZeneca (AZ) to showcase the fish full story and capture users attention in a cluttered social landscape (14%-23% completion rate benchmark)
  2. Make VHTGs part of the social conversation
    1. Generate a 1% Twitter engagement rate (1% is based on the...

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