Myrbetriq - Consumer: Taking Back Control
Marketing Challenge:
In 2014 Myrbetriq entered the extremely crowded, commoditized market of products with the intent to become leader in the Overactive Bladder (OAB) treatment category.
Methodology:
An "Inside-Out Framework" helped unearth insights to better connect with consumers: understanding their self/life context, relationship with OAB, and the relationship with those around them as it relates to OAB.
Creative:
Using TV, social media, apps and live events, we built a high-touch campaign - Taking Back Control – that was unlike any other in the category. This was pulled through TV, web, print, social media, mobile,...