Mounjaro
AD: Hannah Taylor CW: Melissa Pskowski
In fall of 2021 I had the opportunity to throw down on a Now Approved campaign for what would become Lilly’s blockbuster type 2 diabetes drug, Mounjaro. After my work for the Now Approved campaign made it to the final stages, I was given the opportunity to join the launch team for the brand as a permanent AD. From there, my partner Melissa and I hit the ground running with launching Mounjaro’s CRM program, helping out with the Now Approved website launch, as well as getting a sneak peak into the beginnings of our branded social. With a blowout launch (the biggest in Lilly and FCB Health history) Lilly couldn’t even keep the product on the shelves. The world finally got to say hello to Mounjaro, and we got hard at work on our branded campaign. As we shot our first commercial (that aired for the first time right after the 2023 Superbowl) Melissa and I were in charge of all things social. Social quickly became our best forming pieces and our clients were eager for more firsts on the brand. This excitement for the future lead us to launch on TikTok as the second Lilly brand to do so, and on Reddit as the first ever Lilly brand to be on the platform. At the same time of these social launches, we were working hard on three new characters for poolout commercials, and Melissa and I were specifically working on the character we created, Judy (recently launched across platforms). The world of Mounjaro has taught me so much and allowed me to expand my repertoire to new mediums of work.
Social
Facebook and Instagram social has been a key part of pharmaceutical advertising for a few years now, and we’re currently seeing a new player enter the field, TikTok. Lilly took on the challenge that is TikTok in the beginning of 2023 as we launched Mounjaro on the platform. Following the TikTok launch our clients decided to take our messaging to Reddit as they saw a unique and growing type 2 diabetes community there. Our work on social platforms continues to be the main driver to our website and our highest performing work.
Website
After our Now Approved campaign hit it’s expiry date, My partner Melissa and I jumped at the opportunity to transition our website into our branded campaign.
TV Poolouts
In the fall of 2022 our creative team began the process of creating poolout characters for TV. We stuck with our character, Judy, through the whole process; building illustration boards, gathering feedback through testing, and getting to sit in on the final edit of the footage that you can see live today.
Campaign Imagery
Our campaign imagery has been a key part in setting the tone for our branded campaign. I’ve had the opportunity to lead the campaign libraries and retouching for both of our shoots in order to bring to life the amazing images captured. I have also lead the drive for selecting how this imagery is utilized throughout all of our tactics .