NUCALA Branded Campaign
By targeting Interleukin-5 (IL-5) inhibitors, NUCALA doesn’t just help maintain one illness or disease… it does it for 5! And when patients decided they were tired of accepting the lackluster day-to-day, it was time to rebrand so they knew we understood their frustrations.
We helped them get to it.
By targeting Interleukin-5 (IL-5) inhibitors, NUCALA doesn’t just help maintain one illness or disease… it does it for 5! And when patients decided they were tired of accepting the lackluster day-to-day, we helped them get to it.
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Copy was tasked with pivoting our brand messaging to be more empowering, candid, and unapologetic. The time for soft messaging was over, and creatives dug our heels in.
This rebrand caught the attention of patients, their healthcare providers, and the ad world. The brand reported a 30% increase in year-over-year unique clicks to their site, campaign recognition drove patients to discuss NUCALA with their physicians at a rate 2x more than among those who did not recall the campaign, and 58% of patients noticed the campaign’s uniqueness in brand differentiation.
If you’d like, you can read the full Campaign of the Week article on the MM+M website.
Our copy team was small (just me and my Creative Director) when the rebrand really picked up speed. So, we divided and conquered all of the projects. I volunteered to take on the creation of the website outline and manuscript from scratch.
All 5 indications effectively created 5 mini-sites all rolled into one, plus the HUB homepage. But being able to lead a website in the style of language I love writing in? I ran with it!
This was my first full website construction and helped me learn all the behind-the-scenes secrets and nuances that go into a team producing something of this caliber.
During the rollout for rebranded messaging, I also led copy for a once-monthly social media blitz. You can find a few builds of the ads below!