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XYWAV - Endless Pull Campaign
The endless pull back to bed starts first thing in the morning
Pre-launch teaser banners
HCP + DTC
We developed a series of banners using stock assets teasing the upcoming campaign before having the new campaign footage.
Banner ad performance
CTR: 33% above benchmark
Website Engagement Rate: 21% above benchmark
Unbranded HCP Video
To support the branded banners we made an animated video to run on MedScape which is WebMD for doctors. The video quickly covers the multiple symptoms of IH starting with sleep inertia.
APSS Launch
The launch date of the new campaign was the 2024 APSS conference. In addition to developing the booth itself, we made an interactive game on the symptoms of IH and how XYWAV may help.
Throughout the conference doctors would stop by to speak with brand reps. Doctors received a brochure from the rep based on how how far down the funnel they were. On the right is the inside of the upper funnel brochure, fully unfolded.
Conference game (Wrong answers only)
Take-home brochure
Print collateral including this brochure resulted in:
Avg. Rx increase of 20% across targeted HCP groups
Sleep inertia mircosite
While the new campaign focused on HCPs, we didn't forget about the patients. We got them up to speed on a symptom they've experienced but may not know the name, sleep inertia. Patients driven to this microsite explored what sleep inertia looks/feels like, heard real patient testimonials, and downloaded a checklist for them to take with to their next doctor’s visit.
The full site update yielded:
Avg. pages/session: ↑18%
Overall KSA* rate: ↑26%
Primary KSA* rate: ↑28%
*Key site action
New patient welcome kit
Starting with a pillow box, this kit exudes what patients with IH really want, a refreshing night of sleep. We set them up for success using real patient feedback and got them connected with all the resources they need to have the best experience taking XYWAV.
Narcolepsy social posts
I also helped on XYWAV's other indication, narcolepsy. In these social posts I leaned into memes, wrote long scripts, and leveraged existing brand assets in new ways.
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