Two people smiling through a car door window at a flower show | We. Communications

Amgen

Amgen Uses Flower Power to Talk About Eye Health

Background

Employing some guerilla marketing, We. helped Amgen spread the word about Thyroid Eye Disease (TED) at the largest indoor flower show in the world. The overlap with a key TED demographic—women 40+—made the Philadelphia Flower Show both an unexpected and fertile environment for opening eyes to this rare, challenging disease. But why would anyone talk about medical conditions at a garden show?

The Approach: Striking Visuals and Gamification Spur Conversations

Drawn by eye-catching roses and a photo of the human eye, show-goers were enticed to play Thyroid Eye Disease Plinko for garden-related giveaways—marked with Amgen’s ThyroidEyes.com QR code. Actual patients offered insights about the importance of early detection, signs and living with thyroid conditions and TED. A media effort pushed the story across owned social and local outlets.

The Impact: Blossoming Awareness of Eye Disease Risk—and Treatment

Over 1,600 attendees learned about TED in conversations averaging 7 minutes. ThyroidEyes.com traffic shot up 429%. Dozens of diagnosed TED patients—and many with Graves’ disease, a correlated condition—took away information on TED specialists. All making Amgen a trusted resource for many who said they’d been dealing with symptoms for years and didn’t know where to turn.

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Creative strategy

Social media engagement

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