Best of July 2024

Best of July 2024: Lilly's Gold-Medal Partnership with Suni Lee

As the unrelenting heat of July wore on, the world turned its eyes to Paris for the Summer Olympics, a global event that captures the spirit of competition, excellence, and human achievement. From the glare of this international spotlight, Eli Lilly emerged with a marketing campaign that captured the world’s attention and set a new summer standard for pharmaceutical campaigns. Their partnership with American gymnast and Olympic gold medalist Suni Lee, showcased at FaceMyEczema.com, is a masterclass in creating marketing that resonates deeply with audiences. Let’s take a look at five reasons Lilly’s effort belongs on the medical marketing podium.

Authentic Representation of the Patient Experience

Eczema is a condition that affects millions, yet its range of severity and symptoms means it’s often misunderstood or overlooked by the general public, while patients suffer from the stress and self-consciousness of their skin appearance and discomfort. By partnering with Suni Lee, known for her strength, resilience, and grace under pressure, Lilly shines a spotlight on the challenges of living with eczema in a relatable and authentic way. Suni’s story isn’t just about winning medals; it’s about overcoming obstacles, including managing a chronic skin condition while competing at the highest level. This narrative helps to destigmatize eczema and positions those who suffer from it as strong, capable, and resilient—just like Lee herself.

Strategic Alignment with a Major Cultural Moment

The timing of this campaign was impeccable. Launching during the Summer Olympics ensured maximum visibility and engagement. The Olympics prime audiences for stories of perseverance and triumph. We love the unknowns and underdogs who come from nowhere to capture the world’s collective heart. By aligning with this event, Lilly gained exposure and connected their brand with the same qualities that the Olympics celebrate: dedication, hard work, and the pursuit of excellence. The campaign was more than just a commercial—it was a story that naturally fit into the larger narrative of the Olympics, making it impactful and memorable.

Empowering Messaging and Visual Storytelling

The campaign's messaging centered on empowerment—facing eczema head-on, much like an athlete faces challenges on the road to achievement and excellence. The website, FaceMyEczema.com, goes beyond a digital resource to serve as a hub of inspiration and empowerment. It features Suni’s personal journey with eczema, an explanation of eczema through simple and relatable science, and multiple interactive discussion guide tools to help start a conversation with a doctor. The visual storytelling is equally compelling, showing imagery of Suni that blends the rigor of athletic training with the everyday realities of living with eczema. This juxtaposition helps humanize the condition and elevates and empowers those who live with it or care for those who do.

Leveraging the Power of Celebrity in a Meaningful Way

Celebrity endorsements in pharmaceutical marketing can be a double-edged sword (see Kardashian, Kim). If not done thoughtfully, they can come across as disingenuous or opportunistic. However, Lilly’s partnership with Suni Lee is a textbook example of how to do it right. Lee’s involvement feels genuine—her story and the consistent messaging platform of “facing eczema” are in perfect harmony. This isn’t just a case of slapping a famous face on a campaign; it’s about using Lee’s platform and influence to create a deeper connection with the target audience. Her credibility as an athlete who has faced and overcome physical challenges adds gravity to the campaign’s overall narrative.

Driving Engagement Through Digital Interaction

Having a compelling story is just the start—you need to engage your audience across multiple platforms. Lilly’s campaign excelled in this area by creating a simple, interactive, user-friendly website that encourages visitors to explore and engage. The site features personal stories, educational content, and a range of interactive tools designed to create a seamless experience for the user. By driving traffic to FaceMyEczema.com and creating opportunities for ongoing engagement, Lilly ensures that this campaign will have a lasting impact beyond the Olympic Games. Their use of personalized email outreach helps increase the chances of follow-through on the part of registered participants.

Setting a New Gold Standard in Pharmaceutical Marketing Partnerships

Lilly’s partnership with Suni Lee is a standout example of how to craft a pharmaceutical marketing campaign that resonates on multiple levels. By aligning with a major cultural event, telling an authentic and empowering story, and leveraging the power of digital engagement, they created a campaign that is memorable and meaningful. This is a gold-medal marketing performance, setting a high bar for pharmaceutical marketing partnership efforts.

As we continue to see how brands align with cultural moments, this campaign will be remembered as a superlative example of how to do it right. As Pharma marketers chase the brass ring of innovation - with echolocation apps for the blind, music-powered vests and lifesize Vagina installations, Lilly manages to keep it simple and back to basics with this campaign. They’ve proven that when you combine the right story, the right spokesperson, and the right cultural moment, you can create a campaign that truly shines.