Pharmaceutical company Allergan launches its #ActuallySheCan multi-element campaign to inspire and empower millennial women in an unconventional way – offering reliable information about healthcare and wellness via social channels and an educational website.
Allergan chose to move away from their standard marketing channels of physicians offices and hospitals to better reach their demographic online. The #ActuallySheCan campaign – stemming from the millennial term “I can’t even” – offers an interactive website that communicates information in terms that resonate with millennial women and their lifestyles. Topics like birth control, body-image, health and fitness, and even relationship advice are available on its website, as well as an interactive component called the “shemoji,” which uses facial recognition software to assign users emojis based on their uploaded “selfie.”
In addition to the website, Allergan’s #ActuallySheCan also heavily integrates social channels like Facebook, Twitter and Instagram to capitalize on the campaign’s online presence and further connect with users. For example, after creating a “shemoji,” users are encouraged to share with friends across their social channels. Other components of this campaign include celebrity partnerships with actress Lea Michelle, and social media stars Lo Bosworth and iJustine and an “Actually 500 Words Can” writing contest that encourages young women to submit inspirational essays for a chance to win the grand prize of $10,000 and a feature in Cosmopolitan.