Revitalizing Targifor: A Unique Medicine's Journey to Consumer Understanding
Applicable Industries
- Healthcare & Hospitals
Applicable Functions
- Sales & Marketing
About The 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.
The 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.
The 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.
Operational Impact
Quantitative Benefit
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