MYDAYIS LAUNCH
The "Mydayis" campaign launched a new long-acting ADHD medication by targeting a key audience: Busy Millennial women, the #ladyboss crowd, who face symptoms all day long. With a bold, hyper-stylized look meant to resonate with that demographic, and a multichannel strategy, it spoke her language while proving value to doctors alike. The result? An award-winning launch with massive impressions, beautiful voice and aesthetics, earning my client the most successful ADHD debut in 10 years.
THE CHALLENGE
In a crowded ADHD market, standing out is tough - especially when we’re talking about a controlled substance in pharma. We needed to reach Millennial women — the most-diagnosed adult group — who juggle symptoms from 9-5 and 5-9 p.m., without feeling lost in generic pharma noise. Mydayis had to cut through the clutter, resonate with this vibrant audience, and convince professionals of its unique daily impact.
THE SOLUTION
Know your audience and speak their language. The Mydayis brand was built from scratch and the launch campaign went bold with a mesmerizing tone and compelling strategy, targeting the #ladyboss Millennial at work, home, and play. The multichannel blitz included a brand persona, ownable art and copy, events, activation, and a library of assets that made pharma marketing history — reaching pros and consumers alike to deliver the most impressive results for a medication in its category:
