Pharmaceutical company Allergan created the #ActuallySheCan campaign that is directed towards empowering the well-being of millennial women. The campaign is a social media-based platform that creates an interactive community for women to share and discuss their overall well-being.
The campaign is in support of the pharmaceutical company’s birth control pill Lo Loestrin Fe. This platform is specifically geared towards millennial women whose generation is more adaptable and comfortable with conversing via online and social media. The campaign encourages chats about a range topics such as eating and relationships, however the ultimate goal is to steer the conversations towards the brand’s birth control.
In order to better reach the millennial generation, the campaign’s creative agency Faith Popcorn BrainReserve created an online language that includes emojis and the hashtag #ActuallySheCan. In addition, the campaign is supported by celebrities such as Lea Michele.
Millennial-Focused Contraceptive Ads
The #ActuallySheCan Campaign is an Online Female Community
Trend Themes
1. Online Female Communities - Creating online communities tailored to millennial women can provide a platform for sharing and discussing various topics related to well-being.
2. Social Media-based Platforms - Leveraging social media platforms to engage with millennial women can encourage conversations about women's health and empower them to make informed decisions.
3. Adapting to Millennial Preferences - Adopting online language and media formats, such as emojis and hashtags, can help pharmaceutical companies reach and resonate with the millennial generation.
Industry Implications
1. Pharmaceutical - Pharmaceutical companies can tap into the millennial market by creating campaigns and platforms that cater to the specific needs and preferences of millennial women.
2. Wellness and Well-being - The development of online communities focused on well-being can create opportunities for businesses in the wellness industry to connect with and empower millennial women.
3. Creative and Advertising Agencies - Creative agencies can play a key role in designing and implementing campaigns that leverage online language and social media platforms to effectively engage with millennial women.