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iBGStar: Launching the blood glucose meter for the iGeneration

by Red Health for Sanofi Diabetes (UK)

Summary of work

Journalists, celebrities, the bloggersphere and Twitterati all played a key role in this first in class campaign which saw iBGStar sold out at Boots within four days of launch ... without any other marcoms support.

The PR campaign combined credible expertise and celebrity sparkle with carefully tailored media packages, getting the serious messages about monitoring blood glucose across in a very accessible and engaging way.

The agency generated 134+ pieces of launch editorial coverage (including 13 nationals) with an OTS of over 218 million. Our early adopter strategy led to social media mentions sky- rocketing on the day of launch and such was the success of the campaign that the UK team were asked to share the ‘best practice’ launch strategy to inform subsequent launches in markets across the globe.

Judges’ comments

This is a great example of an innovative PR campaign that delivered sensational results. Pre-launch they used innovative outreach to reach stakeholders and create champions for launch. The mix of celebrities, social media and good, hardworking, traditional tactics created tremendous buzz.