Marketer Case Study | GSK and Lifetime Lever the Power of Emotional Storytelling

Sierra Bodor, Director, U.S. Vaccines Communications at GSK and Maura O’Donovan, VP, Ad Sales Partnerships at A+E Networks discuss how GSK and Lifetime’s unique partnership leveraged the power of firsthand perspective and emotional storytelling to help educate parents of teens about the realities of meningitis B and why it is important to Ask2BSure about meningitis B vaccination. The centerpiece of this solution is a 17-minute sponsored short film, I Never Thought to Ask: A Mom's Quest for Answers. Hear how the multi-channel collaboration, deeply rooted in audience discovery, has resonated with moms of teens nationwide.