• by Les Luchter , Yesterday

With the tagline, “We chase the miracles of science so you can chase your dreams,” Paris-based pharma giant Sanofi has launched its largest global corporate campaign ever.

Developed with WPP agencies GCI Health and VML, with film production by Ridley Scott Associates,  the campaign began Oct. 29 via a hub website and hero film, with paid digital ads set to launch Nov. 4 on digital platforms.

Initial countries to get the paid advertising will be the U.S., France, Germany and China. In the U.S., paid media will include display, search and social media (Instagram, Facebook, YouTube, TikTok and Reddit).  Out-of-home ads will also start in France, with plans to expand them into other countries  next year.

The campaign’s target is a “‘health-engaged’ audience shaped by interests and behaviors related to science, health, and medicine, Sanofi Head of Corporate Communications Bruno Tourne tells Marketing Daily. “Recently, we have seen an increase in people’s interest in health and science as they increasingly recognize the value of being equipped with information to inform their own health decisions and the i.

The campaign centers around six “real people around the world who refuse to let health challenges stop them from chasing their dreams,” Tourne explains. Making their stories “the core of our corporate campaign marks a notable strategic shift in our communications approach and serves as evidence of how we continue to be guided by our purpose: chasing the miracles of science to improve people’s lives,” he says.

At least one of the featured patients is an American, who tells his story of living with autoimmune type 1 diabetes and how insulin has helped him navigate that challenge in a YouTube video and online profile.

Other featured patients have diseases like multiple sclerosis and atopic dermatitis, all now under control thanks to Sanofi medications.

“The campaign raises awareness of who we are as a company, the breadth of what we do, and, most importantly, why it matters,” says Tourne. “From immunology and neurology to rare diseases, oncology and vaccines, we’re advancing breakthrough science across multiple therapeutic areas that touch millions of lives.”

Strategic targeting, Tourne says, will enable the company “to reach new audiences that may not be aware of Sanofi and our commitment to science and people.”

Sanofi will leverage reputational and brand lift studies to understand how the campaign “resonates against our key audiences from both a global and local perspective,” he says, “to really drill down on the impact of our work. We’re going to be in a constant loop of measuring and assessing against benchmarks as well, to ensure that we’re communicating effectively across channels and optimizing content where possible to meet audience needs.”

He adds, “Our overarching objective of this campaign will always be to deliver impact for patients, and this will continue to inform future campaign KPIs, including increased disease awareness, improved understanding of Sanofi’s innovation in science, building interest in clinical trial participation, and attracting the top talent.”