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.
YMP Case Film
Your Mitey Problem :60 TV
Story Time Social
Crusty Eyelid Tour Social
The Crusty Shuffle Social
Mite Affirmations Social
Mite Routine Social
Don’t Know It Yet Social
Clive Compress Social
Awards
Winner, The Manny Awards, 2026 Best Social Media Campaign of the Year
Finalist, The Manny Awards, 2026 Best Consumer TV/Radio
Finalist, Effie Awards USA, 2026 Disease Awareness & Education: Pharma / Corporate
Gold, DTC Perspectives, 2025 Best New Branded TV/Video
Silver, MM&M Awards, 2025 Product Launch
Results
Featured on the Drew Barrymore Show, Entertainment Tonight, 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, Chris Lindquist, Ashley Cage, Victoria Herbst. Chris Wickman. Lexie Tankersley. Directed by Ole Sanders.