Launched in the Fall of 2019, the goals of the "Authentic Storytelling" campaign are to activate patient requests for Vyvanse, solidify its position with HCPs and consumers, and drive first line use. With these objectives in mind, Takeda developed a video series featuring branded and brand-connected content utilizing real patient stories to reach newly diagnosed adult patients ages 25-34, and HCPs who treat ADHD. Takeda set out to break the mold of traditional patient testimonials with elegant, scroll-stopping line-animation elements that take an artistic approach to storytelling. This approach is designed to help HCPs and patients who are further along in their treatment journey to emotionally connect with the importance of symptom recognition and highlight Vyvanse's value proposition to empower patients. The videos feature diverse and relatable patients who resonate with the larger ADHD community. The brand-connected videos use motion graphics to educate about ADHD via universally relatable and real experiences - like forgetting the main ingredient for dinner or impulse purchasing. The "Authentic Storytelling" assets were leveraged digitally in a variety of mediums, including endemic/video/programmatic pre-roll ads on platforms such as WebMD, Hulu and HealthLine, as well as social media (Instagram, Facebook, Twitter, Snapchat). As the series pulses out, Takeda continues to see video completes in the tens of millions with a CTR double the industry standard.
Location: United States