Your Mitey Problem
XDEMVY Branded Campaign
Insight
25 million Americans deal with Demodex blepharitis (DB). Many rely on home remedies not knowing there’s XDEMVY, a treatment that kills the root cause: Demodex mites.
Idea
Launch XDEMVY by infesting your screens with Demodex mites of our own. Betsy Sodaro stars as “Mary the Mite” to show how XDEMVY kills the mites at the source, sending Mary and friends packing.
Case Film
Your Mitey Problem :60 TV
Crusty Shuffle Social
Story Time Social
Mite Affirmations Social
Mite Home Tour Social
Mite Routine Social
Don’t Know It Yet Social
Clive Compress Social
Results
Winner, The Manny Awards, 2026 Best Social Media Campaign of the Year
Finalist, Effie Awards, 2026 Disease Awareness & Education: Pharma / Corporate
Silver, MM&M Awards, 2025 Product Launch
Featured on the Drew Barrymore Show and Real Time with Bill Maher
After the first year, it created:
3X brand familiarity
2X disease awareness
30% growth in sales
The campaign extended for another year with additional social posts
Credits: Sean Conejos, Danielle Cameron, Eduardo Tavares, Ivana Gatica, Emilee Bowman, Austin Heineman, Korbi Fisher, Ashley Cage, Victoria Herbst