U.S. Sexual Health Campaign

In 2025, we reset the playing field. Our mission was to reinvigorate a franchise that's no longer the "newcomer" and deserves renewed attention. We set out to elevate awareness of the Cepheid brand and our full Sexual Health portfolio, while building stronger funnels and securing customer loyalty to protect against emerging competitors. As a result of this campaign, we saw $5.7M in funnel ads and $3.4M in funnel closes. “What Are You Looking At?” It’s a provocative question aimed directly at clinicians navigating diagnostic uncertainty every day. Because when symptoms overlap, what you’re looking at may not be the full story. The campaign contrasts traditional diagnostic methods with the certainty of molecular PCR diagnostics. Through clever, memorable creative, the campaign highlights how symptoms can get in the way of a clear picture.

From the original award submission.