Digitas Health, the Publicis-owned connected health agency that created the eye-catching eyelove® campaign for Shire plc (LSE: SHP, NASDAQ: SHPG) last year, is helping the leading global biotechnology company’s Ophthalmics franchise disrupt the traditional pharma marketing industry again with a reality-based online video series launching on Facebook and Twitter.
Called “in my bag,” this series of eight digital shorts features eight pairs of real women meeting for the first time, swapping bags and sharing personal stories. The videos will debut on eyelove’s Facebook, Twitter and YouTube platforms over the next five months.
In total, 16 women – 10 of whom are diagnosed with chronic dry eye – swap bags and open up about their lives. In each episode the women reveal unexpected (and expected) items that they carry every day in their bags – from the most common (deodorant, eye drops) to uncommon (a stapler and a full-size pirate toy).
Says Victoria Noble, Vice President and Head of Marketing, Ophthalmics, at Shire, “The inspiration for the ‘in my bag’ series came during a Sunday morning texting session with my girlfriend and Consumer Marketing Lead, Michelle Nguyen. As we shared fashion, movies, make-up, health/wellness stuff through video clips we love….we stumbled on the idea of creating testimonials the way we actually share with each other. Authenticity is part of the eyelove brand DNA: a brand built by and for girlfriends. We developed a girlfriend-brand based on what we do as girlfriends – real moments, real voices. ‘in my bag’ captures these moments in a culturally relevant way – making connections that stick.”
“in my bag” will be promoted in the same style as an entertainment property – with teasers and trailers running on Facebook, Instagram and Twitter. The series is launching with a “tweet to watch” promotion on Twitter, where audiences can opt-in to share a tweet and watch the full episode.
“The eyelove campaign has always invited the creative opportunity to push the envelope with great stories, telling them in ways that engage people with purpose,” said Collette Douaihy, Senior Vice President, Creative Director, Digitas Health. “Creating an original video series featuring real women relating to each other in their own ways and debuting it on social media – a place that is increasingly becoming a viewer destination – seemed a natural next step for us.”
Viewers are invited to tune to in to eyelove on Facebook (facebook.com/myeyelove), Twitter (@USeyelove) or YouTube (youtube.com/myeyelove) starting October 5, to watch “in my bag.”
Audiences will also be able to check out behind-the-scenes content as Instagram and Facebook stories beginning in October.
Senior Vice President, Creative Director:
Associate Creative Directors:
Allie Gewertz, Jon Oliver
Vice President, Group Director, Social:
Strategy and Content:
Jonah Martinson, Andrew Williams
Kelly Kvitka, Mara Rueter, Alexandra Brown
Victoria Noble, Michelle Nguyen, Lynn Leber
Publicis Health Media
This article originally appeared on The Philly Egotist