Pfizer
Having primarily marketed their over-the-counter line of consumer healthcare products through promotions and messaging based on moments of need, Pfizer wanted to enact a more proactive posture and position their brands as everyday solutions for consumers seeking a healthier lifestyle.
To help Pfizer realize this vision, we developed a strategic platform to work from focused on filtering all brand communications through the lens of providing consumers “more good days”. To bring this to life, we created a health and wellness platform called ‘It’s Your Wellness, Own It.” Through this channel, a variety of brands including Advil, Centrum, Chapstick and more could evidence their authority around health and proactive advice. The first execution of this came to life through a short-form audio briefing accessible on smart speaker devices where users would receive daily tips from health experts sponsored by Pfizer brands.
Results
Developed new content marketing model for Pfizer consumer healthcare including use of new smart speaker channels.
Positive reception from beta users providing experience with 5 star reviews.
