Imagine living with skin so inflamed it burns, so itchy it disrupts sleep, and so visible it invites stares and judgment. This is the reality for over 31 million people in the U.S. living with eczema—a chronic skin disease often misunderstood, yet deeply disruptive to physical and emotional well-being.
More than half of adults with moderate to severe eczema face significant lifestyle limitations, with 30% having been diagnosed with anxiety or depression. Conversations with patients reveal a pervasive sense of isolation—a reality AbbVie set out to change by empowering individuals to seek better care.
To address this, AbbVie partnered with Ogilvy Health to create The Eczema Experience: “Stories Itching to Be Told”, an experiential disease education initiative at New York’s Flatiron Plaza. Goals of our initiative included:
The campaign’s centerpiece was a two-day immersive video experience, open to the public on October 8-9, 2024, during National Eczema Awareness Month. Located in one of New York’s busiest areas, Flatiron Plaza, the activation showcased AbbVie’s dedication to fostering meaningful conversations about eczema and reducing the stigma surrounding the condition.
Attendees were invited to step into an immersive sphere —a 360-digital experience, likened to a giant virtual reality headset—where dynamic visuals, soundscapes, and patient and HCP storytelling conveyed the sensory and emotional challenges of those living with eczema. Narrated by actress and eczema advocate Tia Mowry, attendees were guided through the exhibit via an interactive video, featuring creative transitions—like sandpaper sounds and burning visuals—to evoke physical discomfort while also exposing the condition’s emotional toll. Words such as anxiety, sadness, and isolation appeared on-screen, followed by insights from Dr. Evan Rieder—one of three American physicians dual board-certified in dermatology and psychiatry—who spoke to the psychosocial challenges endured by patients and how we can work together to improve holistic patient care.
Our promotional strategy included a multi-channel approach aimed at driving awareness, attendance, and long-term impact with key tactics ranging from top-tier influencer partnerships to geo-targeted paid media and high-value earned media placements.
Tia Mowry and Dr. Evan Rieder also led our influencer engagement efforts with the creation and amplification of authentically dynamic content. Pre-event Instagram content featured behind-the-scenes footage from their video shoots, paired with event details to generate excitement and attendance. These posts, geo-targeted to New York City audiences through a strategic paid media plan, ensured the content was consumed by the right audiences. Following the event, both Tia and Dr. Rider again used Instagram content to reflect the initiative’s efforts, sharing personal insights while directing audiences to EczemaHQ.com. To extend our reach to a built-in HCP and patient-driven audience, AbbVie also published TikTok content that highlighted key moments and the real-time perspectives of event attendees. To complement social efforts, we engaged with reporters to ensure coverage of key narratives focused on patient representation and advocacy, resulting in coverage that highlighted the experience and drove awareness to trusted resources.
We also encouraged attendee engagement by prominently featuring a QR code onsite, which drove attendees to EczemaHQ.com, encouraging attendees to discover resources and encourage patient care conversations with dermatologists. This integrated approach ensured that the campaign’s call to action—to raise care expectations and consult a dermatologist—extended beyond the event itself.
While we saw overwhelming success of the event, the planning process was not without its challenges. Securing street permits for our 360-video sphere was unexpectedly challenging as we navigated the difficulties of New York City’s Street Activity Permit Office (SAPO), which were compounded by the UN’s concurrent activities—essentially deprioritizing our event. It wasn’t until a few days prior to launch that we were able to secure a meeting with a permit representative. With setup scheduled for the following day, we finally received the permit and proceeded with an overnight build of the activation.
Through the combination of immersive storytelling, influencer partnerships, and digital amplification, the campaign engaged with 789 attendees by way of social media and word of mouth. Additionally, we delivered 1.5 million TikTok impressions and drove 8,057 clicks to EczemaHQ.com. With 3 million influencer impressions and 89% of our earned media stories encouraging patients to seek care, the initiative sparked meaningful conversations about eczema and empowered individuals to pursue better treatment options—creating a ripple effect that extended well beyond the event and into digital communities.
Key Results at a Glance:
