BAND-AID x BuzzFeed

1. Master-brand Test & learn

2. Holiday “Deco”

In 2017, BAND-AID partnered with BuzzFeed to understand how it could leverage our data-driven creative to generate learnings & drive measurable impact around its superiority messaging.

I developed & produced a true “test-and-learn” campaign, putting BAND-AID’s key features through a variety of different perspectives, themes, tones, and distribution strategies. Using Millward Brown & first-party research studies, I was able to show how different content jobs (i.e “ Helps me know I am not alone”, “ Makes me laugh”) and formats (i.e interactive, visual, social) could effectively highlight individual product attributes and drive BAND-AID’s key value propositions.

Not only did we succeed in significantly elevating perception and intent compared to rival bandage brands, our collaborative approach became a template for future BAND-AID partnerships beyond BuzzFeed.

Key Stats

• 1M+ views to cobranded article content

• Top-performing post improved BAND-AID positive sentiment by 44%

• +13pt uplift in perceived effectiveness vs. other bandage brands

• +14.5pt uplift in belief that BAND-AID’s higher price point was justified

• +9.4pt uplift in purchase intent

Design Credit: Kristin Rossi, Dan Blauschild, Kirun Kunju, Kevin Valente
Photo Credit: Dana Vogel

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