Tarsus: Xdemvy
Did you know there are mites that live in your eyelashes that just hang out, have sex, and poop?
To launch XDEMVY, a new medicine for treating "Demodex Blepharitis", agency Moon Rabbit partnered with Versus to create a one of a kind, mite bashing character, and full supporting campaign.
The result…. Meet Xdem!
A personified character representing the power of XDEMVY and a visually rich world created to represent the icky mites and eye condition
A unique and ownable 3D character and style of storytelling that would carry the brand from the initial launch to all future campaigns.
The Xdemvy launch took the eyecare world by storm across channels with films, boxes, and more
The XDEMVY launch has been super-heroically successful, with 90% of eyecare professionals intending to prescribe, and over 2000 already actively prescribing in a matter of weeks. The unbranded campaign, saw a half a million website visits and 5 million search impressions in the first few days.
