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Pharma insight on digital marketing, social media, mobile apps, online video, websites and interactive healthcare tools

Novartis adds Facebook personalisation to sight campaign

Features the viewer's own pictures from the social network

Novartis sight campaign Facebook Connect Weber ShandwickNovartis has launched a new online campaign to raise awareness of chronic eye conditions with a unique approach to personalising the user's experience.

At the heart of the campaign is a video that incorporates pictures from viewers' own Facebook accounts, significantly increasing the chances it will resonate with its audience.

This is achieved by using Facebook's Connect technology, something Weber Shandwick - the agency behind the Set Your Sights campaign - says is a first for pharma.

Facebook Connect allows user data to be viewed outside the social network and is more commonly behind tools that let users sign into other websites using their Facebook identity or post article links directly from a website to their Facebook profile.

Novartis stresses on its new campaign website that, despite the potentially unnerving experience of seeing your Facebook pictures appear on another website, users don't need to worry.

“At no point in time will Novartis have access to any of your Facebook data. Your data is only displayed in your browser when you are watching the video, never stored,” the site notes.

It goes on to say: “At no point in time will any of your data be shared or stored.”

Novartis has backed up Set Your Sights with dedicated presences on Facebook and Twitter and, appropriately enough, it's the Social Network rather than its micro-blogging rival that is getting most traction.

Its Twitter account may have just 14 followers, but since the campaign's launch last week to coincide with World Sight Day its website has attracted more than 6,000 Likes, and its Facebook page has over 4,300 Likes.

15th October 2013

From: Marketing

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