Target Audiences Not Created, Built.

    Creative Experiences
    Networked Media

Challenge

While millions turned to GLP-1 for weight loss, the journey wasn’t exactly smooth sailing—digestive discomfort became an unwelcome plus-one for 70% of users. It was also one of the top 3 reasons 58% discontinued use within 3–12 months. Haleon wanted to help, tapping into its full portfolio (TUMS, Benefiber, Gas-X, etc.) before users called it quits.

Insight

GLP-1 users were a fast-growing, poorly understood audience with limited data and no established playbook. They were moving targets in terms of the product journey: Some just starting, hopeful and curious. Others struggling through side effects. And many quietly dropping off, frustrated and unsupported. Understanding where people were in their GLP-1 usage in real-time could shift generic messaging to something far more powerful: timely, empathetic intervention.

Woman facing camera, mid-speech

Three Agents. One Journey.

Digitas and Haleon created three Gen-AI powered agents, Pattie (Current User), Susan (Lapsed User), and Rachel (Prospective User), to think, feel, and respond like a real GLP-1 user. These dynamic personas were living, learning intelligence systems trained on health claims data and enriched with 7,000+ behavioral, attitudinal, and demographic signals.

Haleon GLP-1 Agent Graphic, depicting smart-phone and full-frame screen

Through real-time chatbot interactions, these AI agents revealed motivations, barriers, and unmet needs. They tested claims, ranked creative, refined messaging, and even weighed in on in-store displays, turning insight into action at unprecedented speed. As a result, hyper-personalized creative and media that meet users exactly where they were, whether that was managing side effects, considering quitting, or just getting started. Additionally activated through programmatic display, social, and influencer ads that drove to a dedicated Amazon storefront landing page, the campaign didn’t just reach the audience—it adapted to them.

  • 47%

    Higher conversion rate among GLP-1 users versus standard audiences.

  • +7 pts

    Increase in Brand Consideration among GLP-1 users

  • 2X

    Greater ROAS compared to previous digestive health multibrand efforts