CASE STUDY
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Overview Janssen celebrated the fifth anniversary of their groundbreaking drug, STELARA® (ustekinumab). The Stelara 1st campaign celebrates the vast number of milestones Stelara has had and serves to educate by emphasizing Stelara’s successes, best practices, and lessons learned. The campaign comprises videos, a short podcast series, videos testimonials, a weekly email series, surveys, a milestone map. With the effort of my creative team, stakeholders and industry professionals, the campaign successfully educating many, successfully.
Challenge The challenge at hand was to create a multifaceted marketing campaign that not only commemorated the success of Stelara but also engaged a wide range of audiences, globally.Industry Pharmaceutical
Tools Adobe Illustrator, Premier Pro, After Effects, Photoshop, Microsoft SharePoint, and PowerPoint
Team Jasper Daniel (Creative Director), Eldar Tokhtamyshev, Cynthia, Emmy Jedras
Role Multimedia Design, Brand Development, Animation, Podcast Logo, Podcast Editing and Development
Duration 2 months
Stelara 1st
Bringing Stelara’s impact to life through dynamic visuals, real-life stories, and data-driven storytelling.
Campaign branding for Johnson & Johnson Innovative Medicine’s drug, STELARA® (ustekinumab).
The primary challenge was to devise marketing strategies that not only showcased the achievements of Stelara but also inspired active participation from various stakeholders. The goal was to create an inclusive campaign that resonated with the audience and highlighted the impact of Stelara on individuals, patients, employees, physicians, and communities. Additionally, it was of the utmost importance to design appropriately within Stelara’s established brand guidelines.
Approach + Strategy
Weekly workshops fueled our ideas to solidify solutions that would drive results and truly inspire our target global audience while adhering to a strategic calendar and playbook. This disciplined approach not only kept us on track but also ensured the timely delivery of all final assets, precisely as per our presumptive timeline.
Having meticulously selected our most impactful ideas, we translated them into eight different sectors of solutions to stimulate engagement, educate, and celebrate.
Obstacles
Solution
My team and I initiated a collaborative and creative campaign that involved various elements to engage and celebrate with the audience:
Stelara 1st Landing Page
Dedicated landing pages were created to serve as hubs of information, providing in-depth insights into Stelara’s journey, milestones, and success stories.
Microsoft forum Quizzes
Interactive quizzes were designed to educate and entertain, testing participants' knowledge about stelara and its impact on healthcare. We also used these to track campaign findings and results.
Milestone map
An interactive timeline journey showcasing the milestones achieved by Stelara over the past 5 years, highlighting its journey to success. Conducted via animated video.
Key opinion leaders videos
Professionally produced video interviews with healthcare professionals, patients, and key stakeholders, discussing the positive impact of Stelara.
Podcast Series & Teaser Videos
A 3-episode podcast series derived from the video interviews, providing a convenient and accessible format for storytelling and discussion.
Zoom backgrounds + Yammer Graphics
Stelara 1st zoom backgrounds and animated graphics were designed and launched on Yammer.
Stelara Merch
Exclusive merchandise featuring the Stelara drug's logo was created as giveaways, fostering a sense of community and shared celebration.
Infographics
Visual representations were designed to present key data and achievements of Stelara in a visually appealing and easy-to-understand format.
Virtual Zoom Office Hours
Live sessions with top-tier doctors and experts, allowing the audience to interact directly, ask questions, and gain insights into the drug.
Findings
The campaign resulted in significant engagement and celebration, as evidenced by the following.
Participation Rates
High participation rates across quizzes, interviews, and virtual sessions, indicated a strong interest from the audience.
Audience Feedback
Positive testimonials and feedback from participants, emphasizing the emotional connection forged through the campaign.
Merchandise Distribution
Successful distribution of exclusive Stelara merchandise, creating tangible connections with the audience.
Educational Impact
Increased awareness and understanding of Stelara’s success and its role in healthcare, as reflected in quiz performance and audience interaction.