Allergan latest to join women-empowerment trend to attract millennials
Pharmaceutical brand Allergan has launched a social media campaign encouraging younger women to stay in the know regarding health and wellness, leveraging well-known personalities to better reach the millennial generation.
Allergan is taking advantage of various mobile aspects that appeal to the demographic such as a mobile aggregate site, famous spokeswoman and social media. The brand?s goal is to attract these users in discussion via women?s issues for better brand retention and awareness.
"[This campaign] serves as a platform to educate young women in channels that resonate with them so that they can be more informed of their healthcare options, including their reproductive health," Herm Cukier, general manager and vice president at Allergan Women's Healthcare. "ActuallySheCan is an unbranded program that helps millennial women achieve all their goals, personal, professional, health and wellness.
"As the landscape of healthcare changes, we are challenged to evolve how we deliver education and resources to help patients make the best possible healthcare decisions," he said. "This need for change is perhaps most evident when communicating to millennial women, a generation that is more self-reliant and more connected to social media for entertainment, information, and socialization than any generation before them.
"To reach these women with education about their reproductive health, Allergan is boldly deliver health education in a new and authentic way in the channels where they are actively consuming content including Facebook, instagram, and twitter."
Millennial moms
As millennials now make up a large sector of those starting families and having children, Allergan knows it needs to access these consumers to secure its place as a top pharmaceutical brand. Taking advantage of tactics such as social media and celebrities can pull in the demographic and engage them, will is vital for brand awareness.
The brand is attempting to engage the millennial woman through a conversation surrounding health and wellness. Allergan is garnering attention through the hashtag #ActuallySheCan regarding contraceptive awareness and female empowerment.
As many brands are taking the women empowerment route in campaigns, it is now almost vital for a brand to show their support for woman in a dedicated campaign, especially a brand such as Allergan, which offers products specifically for women. Allergan provides goods related to women health such as contraception and various health medications.
Allergan is sharing quotes and images geared towards attracting young woman and supporting them through Facebook, Twitter and Instagram pages dedicated to the #ActuallySheCan campaign. Content from actress Lea Michele, reality-show star and blogger Lo Bosworth and YouTube celebrity iJustine will be shared to attract millennials to get in on the conversation and fuel hype surrounding the campaign.
A mobile optimized site will be launching soon to serve as an aggregate page and central hub of the campaign. Its mobile optimization will ensure a greater chance of millennials accessing it, as mobile is where they are spending the majority of their time.
Through these platforms Ms. Michele, Ms. Bosworth and iJustine will be sharing personal stories to coincide with the campaign.
Much of this content will also be shared through publishers and their digital platforms such as Cosmopolitan and Her Campus.
Woman empowerment
Similar to this, personal care brand and direct selling retailer Avon's latest empowerment campaign leveraged social media, celebrities and a mobile-optimized aggregation site to engage customers around the topic of empowering women (see more).
Also, American Eagle Outfitters lingerie brand Aerie launched its Love Your Selfie campaign complete with a hashtag and the world?s largest un-retouched selfie (see more).
"We want to create a conversation, a movement and a platform that provides accurate information in channels native to our audience," Mr. Cukier said. "#ActuallySheCan will post regular content on Twitter, Instagram and Facebook and engage influencers and celebrities including Lea Michele, Lo Bosworth and iJustine to expand the reach of ASC in their social channels.
"As a leader in women?s health care, Allergan believes in providing women with meaningful information and offering diverse healthcare choices, so that they can make educated decisions about their reproductive choices."
Final takeBrielle Jaekel is editorial assistant at Mobile Marketer
