The Now Me Beach Mode: Tackling Challenges for Moderate-to-Severe Eczema Patients
Media Relations Strategy, Media Pitch, Media List, Media Monitoring, Influencer Marketing
Objective: Building off the established success of the Now Me program, we launched the second year of Dupixent’s The Now Me: Beach Mode to focus on the unique challenges that many patients with moderate-to-severe AD experience while spending time outdoors, particularly at the beach.
Strategy: To drive consideration, we showcased Dupixent's role in alleviating the burdens of m/s AD symptoms by partnering with professional surfer Coco Ho, Olympic swimmer Ryan Murphy, and a dermatologist to build program awareness through earned/controlled media and social to reach an expanded, diverse audience.
Results: We garnered over 2 million social impressions, facilitated 1,000 earned media placements, and achieved a remarkable 99% mention rate of Dupixent in published articles. Additionally, the campaign resulted in more than 242 million media impressions overall. These numbers not only reflect the effectiveness of our strategies but also highlight the relevance and impact of our messaging across diverse platforms.
