Kyleena
Because there can never be too many options for women who don't want to get pregnant, Bayer Women's Health launched a new intrauterine device (IUD) called Kyleena.
THE RESULT
Effusive praise from Bayer’s global leadership. Kyleena was their "biggest and best IUD launch ever" - having achieved a 6-months sales figure that took its sister brand Mirena a year to achieve.
THE CONCEPT
Why commit to the pill when there’s a short-term option that’s just as effective and not as high maintenance?
ONLINE VIDEO - WORD OF MOUTH
"Word of Mouth" is a 2-minute online video that tells the story of how Katie, one of the characters in the Kyleena TV spot, found her way to a convenient birth control option. The video was shortlisted for the 2017 GLOBAL AWARDS in the Direct to Consumer (DTC) Medicines category.
Agency: McCann HumanCare, NY
EVP, Executive Creative Director: Augé Reichenberg
SVP Group Creative Director: Doug Welch
VP, Creative Director: Jan Franks
Senior Art Director: Lourica Halteh
Copywriter: Ali Nasser
Director: JJ Adler
Production Company: Union NY
KYLEENA LAUNCH WEBSITE
My first (but certainly not last) experience writing and developing a manuscript for a healthcare website. It has been updated since, but the basics remain the same. View the full website here.
UNBRANDED FACEBOOK ADS
These Facebook right-hand rail units were meant to serve as unbranded reminder ads for Kyleena - meaning they cannot mention the IUD brand name or anything about its benefits in the same ad, otherwise it would trigger safety language. So the challenge was to drive awareness of the brand given the tight FDA regulations and Facebook advertising guidelines.