XiiDRA
Client: Shire/Novartis
Digital // Social // Print // Video // Strategic Creative // Consumer
XiiDRA.com
The XiiDRA website was the perfect reflection of the brand: fun, educational, and highly motivational. I lead the writing team on the site through multiple updates.
Xiidra.com
GAMETiiME INTERUPTIONS
The “ii”s needed to be everywhere and to look like they keep up on current events—like Super Bowl Sunday. I pitched and scripted GAMETiiME INTERUPTIONS as part of a Super Bowl surround sound campaign.
OPENiiNG UP ABOUT XiiDRA - Brand Advocate Videos
The challenge was to create patient testimonials that didn’t look or feel like patient testimonials. Inspired by YouTube unboxing videos, I pitched the client on patients opening a box full of personal items from their lives to help them tell their story. As a creative lead on the project, I helped cast and craft the interviews for each advocate, and was on set as a creative lead.
OPENiiNG UP ABOUT XiiDRA MAGAZINE
I wrote a waiting room piece that promoted our OPENiiNG UP series and educated patients about dry eye symptoms.
BLiiP
Part of a national sales meeting event dubbed XiiDRA Arcade, BLiiP was a smash hit as sales reps tried to beat each other’s high scores to compete for real cash prizes. While I did’t come up with the name (I wanted ZiiP ZAP), I did create the messaging/in-game copy, worked with our developer to determine the gameplay functionality, and was responsible for naming the in-game elements…and I owned the high score for a week and a half.
XiiDRA Print Pieces
As part of a branded dry eye awareness campaign, I wrote a XiiDRA-themed cover wrap for People Magazine and an interior-page ad.
Brand Challenge:
Millions of people were experiencing dry eye symptoms but very few were talking to their eye doctors about them. Instead, they were using over the counter drops again and again and again. The leading Rx at the time had done very little to challenge this behavior. The category was due for a big shakeup.
As the anti-Pharma brand, the Double “ii”s campaign came out swinging. Those “ii”s were suddenly everywhere. Within the year, we had cemented ourselves as THE dry eye authority.
My Role:
I was brought in to launch XiiDRA as the lead writer across all digital assets, including: XiiDRA.com, social posts, and banner ads. It ended up being so much more than that. On XiiDRA, I was able to pitch and produce a variety of digital and print assets…even a video game! I was the creative point person for the XiiDRA brand advocate series: “OPENiiNG UP ABOUT XiiDRA.” And I was the creative lead for the production of OPENiiNG UP ABOUT XiiDRA magazine.