While at Real Chemistry, I had the pleasure of working on a truly delightful and impactful integrated campaign for hormone-free birth control gel, Phexxi. The multi-channel “House Rules” campaign from Phexxi features actress Annie Murphy, coming to us from inside her luxe decorated vagina as she prepares for a romantic date-night-in. The campaign shines a fresh and empowering spotlight on a totally different kind of birth control that’s available for the millions of women in the US seeking hormone-free pregnancy prevention.
Here's a reel highlighting the campaign creative and some remarkable results:
The 60 second TV spot by McCann Health New Jersey:
Why Annie + Phexxi Testimonial Video
I edited this piece, leveraging Annie Murphy's testimonial, layering footage snippets from the TV spot shoot. I organized tons of pieces of footage, color corrected, and formatted this video in different sizes to share across platforms.
I edited this piece, leveraging Annie Murphy's testimonial, layering footage snippets from the TV spot shoot. I organized tons of pieces of footage, color corrected, and formatted this video in different sizes to share across platforms.
How it came together across social
I worked with the social team to capture Annie Murphy clips, behind-the-scenes shots, GIFs, and cut-downs from the TV spot and testimonial footage. We ran social content across the paid, shared and owned Phexxi digital ecosystem as well as Annie Murphy’s social channels. Paid banners and media integrations also ran across lifestyle and endemic channels.
I worked closely with the creative director to bring to life a very fun "THIS or THAT" pop-quiz piece with Annie that came to life in a cute and silly instagram reel. You can watch and learn about Annie's preferences below.
We also had excellent influencer amplification! Six lifestyle influencers got personal about their experiences with Phexxi. Instagram stories were created and each influencer curated their "HOUSE RULES" in the form of GIFs, shared and tagged Phexxi.
The Phexxi account saw incredible engagement during the campaign. Below is selected creative pieces along with some campaign stats and the exciting long list of awards we received!
The spot on Annie's instagram with over 3 million views!
"HOUSE RULES" campaign introduction post:
"This or That" with Annie Murphy
instagram reel viewed over 4.9K times
instagram reel viewed over 4.9K times
"My House, My Rules" interactive instagram story
Phexxi shared the story to their channel. Influencers then interacted, sharing our story to their channels with their 'rules' illustrated in the form of GIFs! Phexxi was tagged for optimal engagement.
View them in Phexxi's story highlight here.
View them in Phexxi's story highlight here.
RESULTS
• 94% increase in new prescriptions, 81% increase in total prescriptions and 82% increase in dispensed units of Phexxi six weeks following House Rules launch
• 19,000+ Phexxi® prescriptions filled 3Q21, a 48% increase from the prior quarter.
• 10,000+ healthcare providers have prescribed Phexxi since launch
• "House Rules" was highly effective in reaching the “tired of hormones” target: 29% of new Phexxi prescriptions were from pill users and 7% were from ring and patch users
• 19,000+ Phexxi® prescriptions filled 3Q21, a 48% increase from the prior quarter.
• 10,000+ healthcare providers have prescribed Phexxi since launch
• "House Rules" was highly effective in reaching the “tired of hormones” target: 29% of new Phexxi prescriptions were from pill users and 7% were from ring and patch users
Women inspired to learn more about Phexxi:
• 572K website sessions on Phexxi.com: 82.6K high value actions, which increased 171% compared to September on 2% less spend.
• 716K views of the commercial on YouTube
• 572K website sessions on Phexxi.com: 82.6K high value actions, which increased 171% compared to September on 2% less spend.
• 716K views of the commercial on YouTube
All driven by an extraordinarily successful media campaign:
• 2 billion earned impressions from top-tier consumer and women’s lifestyle outlets and industry trades including Ad Age, PR Week and FiercePharma
• Social Media (9/8 – 12/31/21): 87.8m views, 9.7% avg. engagement rate, 21%+ increase in followers
• Influencer: 12 posts, 57.5K+ engagements, 17.6% average engagement rate on Instagram
• OLV: House Rules :60 is the top performing programmatic OLV asset for Cost Per Acquisition.
• 2 billion earned impressions from top-tier consumer and women’s lifestyle outlets and industry trades including Ad Age, PR Week and FiercePharma
• Social Media (9/8 – 12/31/21): 87.8m views, 9.7% avg. engagement rate, 21%+ increase in followers
• Influencer: 12 posts, 57.5K+ engagements, 17.6% average engagement rate on Instagram
• OLV: House Rules :60 is the top performing programmatic OLV asset for Cost Per Acquisition.
AWARDS RECEIVED
The One Show
Gold Pencil Winner, Health and Wellness, Integrated Branding
Gold Pencil Winner, Pharma, Integrated Branding
Gold Pencil Winner, Health and Wellness, Integrated Branding
Gold Pencil Winner, Pharma, Integrated Branding
Clio Health Awards
Gold Winner, Film (Pharma)/DTC
Gold Winner, Film (Pharma)/DTC
Cannes Lions - Pharma
Silver Winner, Regulated: Direct to Patient
Bronze Winner, Regulated: Direct to Patient
Silver Winner, Regulated: Direct to Patient
Bronze Winner, Regulated: Direct to Patient
MedAdNews Manny Awards
Winner, Best Consumer TV/Radio Campaign
Winner, Best Consumer Web Campaign
Winner, Best Consumer TV/Radio Campaign
Winner, Best Consumer Web Campaign
PRWeek Healthcare & Pharma Comms Awards
2nd Place, Best in Social Media and/or Influencer
2nd Place, Best in Social Media and/or Influencer
Industry recognition:
AdAge hailed House Rules as one of the “10 Best Celebrity Ads of 2021”
AdAge hailed House Rules as one of the “10 Best Celebrity Ads of 2021”