DMNews talks with Brand New World CEO Alan Feldenkris

Share this content:

Alan Feldenkris, CEO ofBrand New World, discusses a viral migraine awareness campaign he did for Johnson & Johnson

Q What was the idea behind the “My way with migraines” campaign?

A The central idea was to use the empathy and experiences of fellow migraine sufferers to educate, connect and motivate people to take action to stop their migraine suffering and regain their quality of life. The target audience was made up of proactive, busy, positive women who must work around their often debilitating migraines.

Q How did it work out?

A The video testimonials at the center of the campaign drew people in, and the time spent with these videos was quite strong. Additionally, the calls to action on helped people get more information or download prescription vouchers that they could then take to their physi­cians' offices.

Q What was the response that came out of the campaign?

A The primary metric from this cam­paign was the cost per download of a voucher for a prescription discount. This campaign had a very positive affect on this measure, lowering the cost per download by more than 25%.

Q What did the campaign offer in terms of reaching physicians?

A The campaign worked in a truly cross-platform manner — it delivered electronic assets not only for the con­sumer digital campaign, but also for the professional campaign. Sales personnel were able to use these testimonials to reach out to physicians.

Q What are the key takeaways from the campaign?

A We could create very real, compelling stories about peoples' experience with a medication, and have those stories not only draw attention and viewership, but also drive meaningful metrics. In health­care and pharma, brands stand to gain by creating authentic, honest stories from customers and patients. People seeking information online will be drawn in by the honesty of these stories.

Q How will you apply the insights from the campaign?

A We already have leveraged the learn­ings from this campaign on behalf of three other brands [for] creative that can be deployed as advertising assets and microsites that seek to intrigue, involve and persuade the target to act.


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above