Pfizer
Seeding Pfizer's hard hitting video on blogs and websites
The brief:
Shiny Red was enlisted to add online momentum to Pfizer’s hard-hitting campaign on the dangers of counterfeit prescription drugs.
What we did:
We took the creative content – a 30-second cinema commercial – and identified leading health and men’s blogs to send it to, triggering widespread discussion. We also uploaded the ad on video sharing sites including YouTube, substantially widening the potential audience.
Pfizer also wanted to deliver traffic via search engines to Pfizer’s information and advice website www.realdanger.co.uk . Through the campaign boosted the site’s search rankings and connection to the ad by tagging the video with relevant keywords each time we uploaded it.
Results:
More than 20 third party sites mentioned the campaign at launch while the YouTube video was viewed more than 50,000 times within days.
