Myrbetriq “Keep On Dancing” (Astellas Pharma US, Pathway, FCB Health, Katalyst, and Golin)
Dancing with the Stars (DWTS) is the number two rated primetime network TV show among women 45+. This made it a perfect fit for a partnership with Myrbetriq, which was looking to engage with that very target audience.
The brand team and their partners worked with ABC to identify past DWTS contestants who fell within the demographic target, placed well on their season of DWTS, had a positive public image, and possessed an engaging and relatable personality. Lea Thompson became their first choice. As a little girl, Lea dreamed of being a dancer, but was told she would never be successful. Now on DWTS, she saw it as an opportunity to finally live her dream. The story aligned perfectly with the challenges of OAB sufferers, who are desperately seeking a solution that allows them to reclaim their passions and start living their best lives, hence the campaign “Keep on Dancing.”
The campaign included :15 and :30 “Keep Dancing” custom vignettes featuring Lea and her dancing partner that reinforced the benefits of taking charge of life. These vignettes promoted a sweepstakes for a chance to win an all-expense paid trip to a taping of DWTS. At the same time, participants were given the opportunity to opt-in to receive additional information on OAB. Additionally, to achieve a weekly in-show presence, the brand sponsored a live online experience called “On The Red Carpet,” which followed each show and featured participants answering fan questions from Twitter and Facebook.
In all, the campaign resulted in a 17% increase in brand awareness and 72% of Myrbetriq.com visitors taking some kind of further action on the site, such as OAB self-assessment, video starts, or use of the “Find a Uro” tool.
