Driving growth by authentically connecting with and inspiring the diabetes community.
Client
OMNIPOD
Industry
HEALTHCARE
CHALLENGE
Omnipod, the first and only tubeless insulin pump, was unique in its category. But its messaging was not.
Despite its life-changing function and design, Omnipod didn’t stand out in a category with low interest and limited discussion. The brand’s voice and behavior were indistinguishable from its competitors.
OPPORTUNITY
Develop a brand that's as unmistakable as their product.
Instead of getting lost in the med-tech noise, Omnipod rooted itself in its knowledge of and empathy for its audience. Research revealed that, compared to their competitors, both patients and healthcare professionals perceived Omnipod as enhancing their lives by simplifying diabetes management and making it a smaller part of their lives. We needed Omnipod to get credit for the life-changing impact they have on individuals with diabetes.
AUDIENCE INSIGHT
Diabetes is often isolating to people who have it, and who’ve been conditioned to hide it.
Insulet’s 2021 Diabetes Representation Study revealed 94% of people with type 1 diabetes say it’s important to see people with diabetes accurately represented in culture and society. Yet, 51% say they rarely or never saw diabetes represented in society.
STRATEGY
Make people with diabetes feel connected, supported, and represented in unexpected ways.
SOLUTION
Simply Fun
Generate brand awareness and conversation through culturally relevant activations and advertising.
The Pod Drop
Omnipod site change videos are popular with the diabetes community on social media. With the help of well-known music maker Andrew Huang and Podder Lexie Peterson, we used the sounds of an Omnipod site change to create "The Pod Drop," a celebratory soundtrack for people with diabetes to dance, share, and change their Pod to. Andrew, Lexie, and Omnipod launched our one-of-a-kind song through shared social posts. The video collected more than one million organic views and the song is available on all popular music streaming platforms and for use in social media.
Omnipod Bay on Animal Crossing
To promote diabetes representation and inclusion, we leveraged the popular Nintendo game Animal Crossing: New Horizons and created Omnipod Bay: a diabetes-themed island, taking inspiration from the diabetes community, leading advocacy groups, and gamers. The activation garnered more than 11 million earned media impressions and an overwhelming community response.
Simply Fun Social Ads
To increase sales, we created a series of videos designed for social media starring 11 real Podder influencers. Leaning into popular social media trends, we captured 20 unique videos along with original photography in a whirlwind one-day shoot. They remain amongst Omnipod’s best performing ads.
#1
requested insulin pump by people with diabetes
20.6%
YoY revenue growth