2019 Effies Finalist

PRODUCT
CONTRAVE is a prescription weight-loss drug that works in a unique way by suppressing cravings for our favorite junk foods. Our goal was to highlight this USP in a memorably way.

INSIGHT
While cravings may derail weight loss goals, people still love their favorite foods and don’t harbor ill-will towards them. CONTRAVE is designed to help with the former, but could it also help with the latter?

SOLUTION
We launched Hate Your Cravings, a unique experience that allows users to enter their favorite craving and receive humorous reasons for them to “hate” the snacks and foods that cause them so much anguish. In addition to receiving information about CONTRAVE, users could save their chosen reason as a phone background or share it with friends. Social posts and banners targeting popular and seasonal foods drove people to our unique site.

CHANNELS
Site, social, banners, eCRM

RESULTS
Our campaign shattered industry benchmarks for engagement, with HateYourCravings.com driving 8.12% of its visitors to Contrave.com (in the healthcare industry, click-through-rates on advertising average about .15%). This led to 133% increase in telemedicine enrollment and 126% increase in savings card sign ups on the site. All of this accomplished as CONTRAVE was going through bankruptcy and went dark on TV.