Client Teva Brazil: Migraine is More Than Just a Headache

Challenge

Raise awareness about migraines while emphasizing Teva’s institutional image and its role in combating the disease.

Context

Teva Brazil, one of the largest pharmaceutical companies globally and the leading generic drug manufacturer, partnered with Imagem Corporativa in January. Despite its global reputation, Teva had limited visibility in Brazil across mainstream and specialized media.

Alongside positioning the company as a trusted name among stakeholders, Imagem Corporativa was tasked with creating Teva Brazil’s first migraine awareness campaign. This initiative leveraged Burgundy May to address migraines, a highly prevalent yet poorly understood condition in Brazil, while highlighting Teva’s institutional image and innovative actions, including its patented medication, Ajovy, and employee-centric initiatives.

Due to regulatory restrictions prohibiting the promotion of controlled-use medications in Brazil, the campaign demanded exceptional creativity to succeed.

Strategy

To ensure impactful communication, Imagem Corporativa conducted alignment meetings, brainstorming sessions, and proposed partnerships with influencers and organizations.

The campaign included:

• Development of a distinct visual identity
• Creation of press topics
• Collection of patient stories
• Mapping and contracting influencers for collaborations
• Production and distribution of kits for Key Opinion Leaders (KOLs)
• Content calendar creation for LinkedIn, Instagram, and Facebook
• Targeted boosting strategies for maximum reach

Actions

1. Visual Identity Creation
   • Utilized burgundy, the theme color of Burgundy May, and bright light points symbolizing aura, a primary migraine symptom affecting visual perception.
   • Tagline: “Migraine is More Than Just a Headache”
   • Signature: “You Are Not Alone”
2. Press and Content Production
   • Migraine in Brazil: Patient stories illustrating the disease’s prevalence.
   • First Migraine-Friendly Company: Teva’s recognition by the Brazilian Association of Cluster Headaches and Migraines (Abraces).
   • Myths and Facts: Featured Dr. Mario Peres to address 12 migraine-related myths.
3. Influencer Collaboration
   • Influencers created videos highlighting the challenges faced by individuals with migraines in the workplace, focusing on the campaign’s core message: “Migraine is Not Just a Little Headache.”
   • Focused on Instagram for its reach and content replication potential.

Chosen Influencers

• Lá na Firma: Focused on humor about corporate life; 226K followers.
• Festa da Firma: Known for workplace memes; 1.3M followers.

Production and Distribution of Kits

• 50 kits sent to KOLs, including influencers, journalists, and patient organization directors.
• Kits featured the campaign’s visual identity and a letter emphasizing the importance of discussing migraines in Brazil.

Social Media Activities

Facebook and Instagram

• Frequency: 2 posts per week and story sequences.
• Audience: General public, patients, families, and associations.
• Collaborations: Partnered with Abraces for the launch of an ebook and a live session.
• Testimonials: Published 3 patient stories (2 videos, 1 audio + carousel).

LinkedIn

• Frequency: 1 weekly post and 1 article.
• Audience: Doctors (neurologists, gynecologists, psychiatrists), Teva employees, and HR professionals.
• Content: Article by Teva Brazil’s President published on their personal profile, tagged with the institutional page.

Results

PR Results

• 470 total media placements
• 470 proactive placements
• 14 Tier 1 media hits

Digital Results

Instagram

• +725 new followers
• 1.7M impressions
• 6.5K engagements

Facebook

• +1.9K new followers
• 1.2M impressions
• 11.2K engagements

LinkedIn (Organic)

• +10.1K impressions
• 506 engagements
• 5% average engagement rate

Media Highlights:

• Featured in Valor Econômico, ESTADÃO, O Globo, Correio, JP, IG, O Povo, and Terra.

Influencer Results:

• Festa da Firma

Reels:

881K views, 22.2K likes, 943 comments, 18.7K shares

Story Reach:

6,412; 6,143; 6,039 accounts

• Lá na Firma

Reels:

Reel 1: 28.2K views, 1,465 likes, 72 comments, 58 shares

Reel 2: 31.7K views, 830 likes, 64 comments, 7 shares

Reel 3: 28.8K views, 834 likes, 25 comments, 17 shares

Story Reach:

3,618; 1,400; 2,291 accounts

Organic Kit Results

• Five influencers posted stories organically, highlighting the “received” kit and the importance of discussing migraines.

Paid Media Overview

• Reach: +2M accounts
• ThruPlays: 44.9K
• Engagements: 14.3K
• New Facebook Page Likes: +1.9K
• Instagram Profile Visits: +10.9K