Evrysdi is an oral non-invasive treatment for people with spinal muscular atrophy (SMA). Unlike its competitors, Evrysdi works systemically, treating everywhere the body needs it. Its two formulations allow patients to take treatment on the go, delivering on a community need for lifestyle flexibility without compromising on efficacy.
In my time on the account, we have launched a tablet formulation, rolled out a new campaign, overhauled the brand’s look and feel, and doubled engagement on social.
Evrysdi
Creative Leads: Maddie Grube (art) & Kayla Schwab (copy)
Agency: 21GRAMS
Client: Evrysdi (Genentech)
The Campaign: Evrysdi Everywhere
Evrysdi Everywhere captures the spirit of our brand ambassadors and their passions while delivering on the differentiating message that Evrysdi is designed to treat SMA differently by reaching all parts of the the body to deliver unwavering efficacy that positively impacts patients’ lives. It goes everywhere the body needs it.
The campaign was inspired by the insight that some things just get everywhere. Whether it’s a scene filled with paint splatters or cheese puff dust, everyone, whether affected by SMA or not, can relate to it.
The campaign was shot at 3 locations around the country with 7 ambassadors. And took approximately 300 hours of PRC review time.
Social
Starting in Q1 ‘25, we started developing social ads with a platform-native approach in mind, adopting trends and formats that we know the SMA community engages with on their own. This approach ensured that our content felt relatable, attention-grabbing, and differentiating from our competition (no one else was/is using this approach on social).
Results
Click-thru rates doubled the benchmark since adapting this strategy.
(Line go up! Yay!)
Conference presence: CureSMA
CureSMA is the largest event of the year for the SMA community to come together. There, patients connect with their peers and hear about the latest and greatest in the treatment space.
To make a splash and highlight Evrysdi’s differentiating MOA, we created an interactive booth experience in which patients could motion-activate a silly string color of their choice to fire at the Evrysdi logo.
The booth was a massive hit with attendees, proving that Evrysdi recognizes the unique needs of its patients and that some things really do get everywhere.
“Wait, I can make the silly string shoot on my own? That’s so awesome.
”
“This is so cool, I’ve never seen something like this at a conference before!”
“I think your booth is really freaking cool. I had to come up and see it again.
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