Iris Case Studies Revitalizing Targifor: A Unique Medicine's Journey to Consumer Understanding

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	Revitalizing Targifor: A Unique Medicine's Journey to Consumer Understanding Iris

Revitalizing Targifor: A Unique Medicine's Journey to Consumer Understanding

Iris

Applicable Industries	Healthcare & Hospitals
Applicable Functions	Sales & Marketing
Challenge	Targifor, a unique medicine in Brazil for asthenia (abnormal physical weakness or lack of energy), was facing a significant challenge. The brand was struggling to communicate its benefits to consumers, who often confused it with a vitamin supplement. The primary challenge was to promote Targifor’s unique benefits, distinguish it from the vitamin category, and establish it as the only medicine of its kind in the market. The brand needed a strategy that would not only increase awareness but also enhance the understanding of the product's unique benefits among consumers. Read More
About Customer	The customer in this case study is Sanofi, a global biopharmaceutical company focused on human health. Sanofi is committed to discovering, developing, and distributing therapeutic solutions to improve the lives of everyone. One of their products is Targifor, a unique medicine in Brazil for treating asthenia, a condition characterized by abnormal physical weakness or lack of energy. Sanofi was facing a challenge in effectively communicating the benefits of Targifor to consumers, who often confused it with a vitamin supplement. Read More
Solution	To address this challenge, a unique social media marketing strategy was developed. The 'Vitality Thieves' series was created, which depicted situations that drain energy during the day as villains. Examples of these 'villains' included the '2-hour Meeting After Lunch' and the 'Nightmare House Remodeling.' This creative approach aimed to resonate with consumers by highlighting relatable situations that cause fatigue and positioning Targifor as the solution. Additionally, Targifor's social platform was completely rebuilt. The visual identity was recreated, and integrated storytelling was added to increase the awareness and relevance of the campaign. Following the success of this campaign, plans were made to replicate the online identity and concept to offline channels, such as TV, radio, and DOOH in 2017. Read More Log in to view content
Contents

Applicable Industries

Healthcare & Hospitals

Applicable Functions

Sales & Marketing

Challenge

Targifor, a unique medicine in Brazil for asthenia (abnormal physical weakness or lack of energy), was facing a significant challenge. The brand was struggling to communicate its benefits to consumers, who often confused it with a vitamin supplement. The primary challenge was to promote Targifor’s unique benefits, distinguish it from the vitamin category, and establish it as the only medicine of its kind in the market. The brand needed a strategy that would not only increase awareness but also enhance the understanding of the product's unique benefits among consumers.

About Customer

The customer in this case study is Sanofi, a global biopharmaceutical company focused on human health. Sanofi is committed to discovering, developing, and distributing therapeutic solutions to improve the lives of everyone. One of their products is Targifor, a unique medicine in Brazil for treating asthenia, a condition characterized by abnormal physical weakness or lack of energy. Sanofi was facing a challenge in effectively communicating the benefits of Targifor to consumers, who often confused it with a vitamin supplement.

Solution

To address this challenge, a unique social media marketing strategy was developed. The 'Vitality Thieves' series was created, which depicted situations that drain energy during the day as villains. Examples of these 'villains' included the '2-hour Meeting After Lunch' and the 'Nightmare House Remodeling.' This creative approach aimed to resonate with consumers by highlighting relatable situations that cause fatigue and positioning Targifor as the solution. Additionally, Targifor's social platform was completely rebuilt. The visual identity was recreated, and integrated storytelling was added to increase the awareness and relevance of the campaign. Following the success of this campaign, plans were made to replicate the online identity and concept to offline channels, such as TV, radio, and DOOH in 2017.

Impact #1	The 'Vitality Thieves' campaign was a huge success, effectively increasing the awareness and understanding of Targifor among consumers. By creatively depicting relatable situations that cause fatigue and positioning Targifor as the solution, the campaign resonated with consumers and distinguished Targifor from vitamin supplements. The campaign's success was not only reflected in the impressive quantitative results but also in the decision to replicate the online identity and concept to offline channels. This indicates that the campaign was successful in establishing a strong and recognizable brand identity for Targifor. The campaign also demonstrated the power of integrated storytelling in enhancing the relevance of a brand and its products.

Impact #1

The 'Vitality Thieves' campaign was a huge success, effectively increasing the awareness and understanding of Targifor among consumers. By creatively depicting relatable situations that cause fatigue and positioning Targifor as the solution, the campaign resonated with consumers and distinguished Targifor from vitamin supplements. The campaign's success was not only reflected in the impressive quantitative results but also in the decision to replicate the online identity and concept to offline channels. This indicates that the campaign was successful in establishing a strong and recognizable brand identity for Targifor. The campaign also demonstrated the power of integrated storytelling in enhancing the relevance of a brand and its products.

Benefit #1	310M+ impressions were generated
Benefit #2	25M people were impacted
Benefit #3	The campaign received 18M views

Benefit #1

310M+ impressions were generated

Benefit #2

25M people were impacted

Benefit #3

The campaign received 18M views

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Overview

Revitalizing Targifor: A Unique Medicine's Journey to Consumer Understanding

Operational Impact

Quantitative Benefit