With a superstar brand in a more competitive market, Pfizer asked us to strengthen the IBRANCE brand by deepening engagement. One key insight that we came across during our focus group and patient journey research was that our target market; women over 40 with a certain type of breast cancer diagnosis, trusted and acted on the advice of women who were already on treatment. It was evident from our survey responses and content engagement analytics.

We created a sub-brand inspired by IBRANCE’s legacy that featured a select group of ambassadors. The MBC Together launch included a unique microsite, full length videos, supporting unbranded digital and social ad buy, branded merch, an automated email campaign and direct mail pieces.

The response from the mbc community was overwhelmingly positive and helped secure IBRANCE’s market share on its way to becoming a $5 Billion brand.