An always-on social media strategy to get Sanofi Consumer Healthcare brands closer to their audience by harnessing digital insights and generative AI tools for speed and impact.

Our in-house content squad with Sanofi is all about creating agile and culturally relevant social content. So, when we identified the ‘hidden words AI’ trend gaining traction in Brazil, we instantly knew this was a creative opportunity too good to miss. Surfing this emerging AI trend, the squad quickly inserted Sanofi brands into the conversation.

We AI-generated over 1000 individual images to bring the campaign to life, intricately blending key brand words in their visual landscapes. These images were then artfully blended into just six final posts – one for each brand. The brilliance of Hidden Words lies in the squad’s creative reactivity and in-depth knowledge of each brand’s essence to turn an emerging trend into a clever campaign.

The result? Audiences loved it – and so did the MUSE awards! The average engagement rate benchmark for the health industry is 0.24% – it’s a tough nut to crack. Hidden Words boasts an engagement rate of 5.8% and engaged over 8K social users organically – safe to say we made waves. Success lies in the content squad’s AI artist and social media pros who have a constant finger on the pulse to create relevant, reactive and fun content that resonates with its audiences whilst staying true to the brand.