Novo Nordisk Campaign: The Interrupt
The Challenge
Novo Nordisk reached out to FGS Global asking for help in developing and launching a D.C.-targeted campaign with the goal of changing the conversation about obesity and securing partners across industries.
Our Solution
We kicked off the project with two rounds of research to test creative concepts and messaging among D.C. opinion elites. We used the insights gathered to finalize compelling creative and messaging to launch an inside the Beltway campaign. We developed a custom audience and launched a media buy that included out of home—including Nats stadium!—programmatic, site direct, search, LinkedIn, connected TV and newsletter sponsorships. We simultaneously identified a list of potential partners and developed a campaign-branded partner pitch deck for partner outreach.
Results
On the partnership front, we welcomed 10 partners to the movement by the end of July 2022. Looking at paid media, within 13 weeks of the campaign launching, the ads generated more than 46 million impressions among our target audience. Audiences are engaging as users are clicking on the ads at a higher rate than average. On Axios and Washington Post, ads are outperforming benchmarks by around 300%. Additionally, the out of home ads running at Nat’s stadium are reaching an estimated 1,794,225 views each week from adults 18+. Phase 1 of the campaign kicked off in mid-April 2022 and ran through the end of October 2022.
