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Daiichi Sankyo and AstraZeneca’s ENHERTU DTC Metastatic Breast Cancer Awareness Day Takeover

Entered in Pharma & Healthcare


Breast Cancer is the most common type of cancer in women outside of skin cancer. In about 1 of every 5 breast cancers, the cancer cells have extra copies of the gene that makes the HER2 protein.  The HER2 protein causes breast cancer cells to grow more quickly and spread. Until recently, healthcare providers diagnosed breast cancer as either HER2-positive or HER2-negative. Now, they can diagnose a new status: HER2-low breast cancer.  Having HER2-low means that there is a low level of HER2 on the cancer cells but not enough HER2 to be considered HER2-positive.  Daiichi Sankyo and AstraZeneca’s ENHERTU® (fam-trastuzumab deruxtecan-nxki) is U.S. FDA-approved for the treatment of:


Ensuring patients and care partners understand the importance of the HER2 protein as it relates to metastatic breast cancer is at the core of ENHERTU’s marketing strategy. To increase awareness around disease state education, Daiichi Sankyo and AstraZeneca partnered with CMI Media Group and FCB Health to launch a cross-channel Metastatic Breast Cancer Awareness Day campaign with The Skimm.  The campaign included an editorial placement in The Skimm’s daily newsletter Thing to Know section, as well as a 24-hour Instagram Story posted to The Skimm’s organic profile.


ENHERTU’s campaign ran for a one-day flight on October 13, which is Metastatic Breast Cancer Awareness Day and falls in the middle of Breast Cancer Awareness Month in October.  This campaign was the first activation The Skimm had ever executed with a breast cancer treatment and out-performed platform benchmarks.


Research and Insights





CMI Media Group launched the ENHERTU Skimm campaign on Metastatic Breast Cancer Awareness Day, leveraging disease state focused creatives that drove users back to the branded site.


ENHERTU’s campaign with The Skimm was extremely successful and a breast cancer first for the platform.  The campaign generated over 4.2 million impressions.  The Thing to Know newsletter sponsorship recorded a collective total of 3.7K clicks and a 0.12% CTR, which was more than 2x higher than the platform’s CTR benchmark of 0.05%.  The Instagram Story sponsorship generated an additional 26 clicks falling within the platform’s benchmark range of 25-50 clicks.
The Thing to Know newsletter sponsorship generated:


The Instagram Story sponsorship resulted in:


Entrant Company / Organization Name

CMI Media Group, FCB Health, Daiichi Sankyo and AstraZeneca


Entry Credits