Migraine Relief Tok (US)

AbbVie Breaks the Mold with Calming Content on TikTok

Targeting migraine sufferers, AbbVie’s “Migraine Relief Tok” campaign isn’t pushing medication. Instead, it encourages users to take a break from the very platform that can trigger migraines – constant screen time.

Through a series of short, visually calming videos featuring serene landscapes and nature sounds, AbbVie invites viewers to relax and “breathe in, breathe out.” The campaign subtly connects mindful practices like focusing on gently passing waves or the soft pitter-patter of rain with migraine relief.

 

This approach builds on AbbVie’s earlier “Anytime, Anywhere” campaign that used traditional TV ads to showcase people managing migraines in everyday situations. Now, they’re leveraging TikTok’s unique format to provide immediate stress relief while subtly reminding viewers of Ubrelvy as a potential solution.

The strategy seems to be working. AbbVie’s verified “Ubrelvy” account has already garnered over 80,000 likes and 6,000 followers, with their calming videos racking in millions of views each. By prioritizing user well-being over immediate sales, AbbVie is establishing a positive brand association and capturing attention in a crowded digital landscape.