Commercials for Quviviq and Shingrix topped a recent ranking of the most effective ads across English- and Spanish-language media last year.
Earlier this week, research and analytics company EDO released a list of the most effective ads across several industries and sectors based on an analysis of behavioral outcomes like search activity, website visits and app downloads.
The You Wouldn’t Believe campaign featuring Taye Diggs in support of Idorsia Pharmaceuticals’ Quviviq led among English language pharma ads. The prescription drug for adults who suffer from insomnia was 920% more effective than the average pharma ad in 2023.
Finishing in second place was Nurtec ODT’s All in One ad campaign featuring Lady Gaga. The pop icon’s partnership with the Pfizer brand was 868% more effective than the average pharma ad.
Taking home the bronze was the My Time ad campaign from Novartis’ Kesimpta. The minute-long ad featuring actress Jamie-Lynn Sigler was 560% more effective than the average pharma ad.
As for ads airing on Spanish-language media, a different set of prescription drugs and pharma ads led the way.
The top spot was occupied by Shingrix’s A La Culebrilla No Le Importa. The minute-long ad from the GSK brand was 156% more effective than the average pharma ad displayed on Spanish-language media.
The launch of Eli Lilly’s What If? campaign for its GLP-1 diabetes drug Mounjaro was a hit, especially among Spanish-language media, achieving 99% more effectiveness compared to the average.
In third place was Stelara From the Start, a 45-second ad from the Johnson & Johnson brand that was 16% more effective than the average pharma ad.
J&J has high expectations for the psoriatic arthritis treatment going forward. At the end of 2023, J&J projected that its revenue growth in 2024 would largely be driven by Stelara.
Other interesting notes from EDO’s analysis was that a 15-second ad from cosmetics company Il Makiage was the most effective consumer packaged goods (CPG) for personal care. The commercial promoting a free 14-day trial was 1,978% more effective than the average in that category.
Additionally, Nutrafol’s 15-second Men – Hair Health commercial finished in first among CPG personal care ads on Spanish-language media.
The list indicates that creative, impactful advertising promoting treatment options across a variety of disease states can move the needle when it comes to consumer activation.
“The top creatives of 2023 were authentic and often entertaining — whether they authentically integrated a celebrity spokesperson like LeBron James with GMC, or landed a perfect comedic moment like Credit Karma,” said Laura Grover, SVP and head of client solutions at EDO, in a statement. “The best ads motivate consumers’ real-world behavior, and the best creative measurement enables modern marketers to connect these behaviors to tangible business outcomes.”