How we used storytelling to change the conversation about breast augmentation.
The Goal
Our mission was to change the conversation about breast implants for both augmentation and reconstruction patients, and empower them at every stage of their unique journeys.
The Challenge
Breast implants are considered a medical device, so we needed to help Natrelle® build a relatable personal brand that would stand out in a clinical and highly regulated space.
Our Approach
We elevated the stories of real women to create the immersive, 360° Power of You campaign. These distinct stories looked modern, resonated with our patients, and helped guide them to resources they need to be confident and educated about all aspects of their journey.
Augmentation: The Power of Owning It
We created a narrative to empower women to ‘own’ their choices around breast augmentation. Another major campaign theme was that Natrelle® provides the resources to support informed decisions.
Then we blew up the traditional rulebook and created an immersive brand ecosystem that included a robust social media presence (including influencer and community management), digital advertising, and out-of-the-box engagements.
Augmentation Campaign Social Media Results
Reconstruction: Reclaiming Your Power
We wanted Natrelle® to be synonymous with joy, triumph, and empowerment. In addition to a multimedia campaign with a heavy emphasis on social media, we:
Showcased the beauty and strength of Natrelle® patients on the New York Fashion Week runway, 3 years running.
Helped produce and create a patient documentary that received 6 film festival awards. In addition to multiple industry awards
Organized and managed book signings and art exhibits that supported the breast cancer community.