Objective
To introduce Lingo— Abbott’s continuous glucose monitor— as a groundbreaking health tech device that will help improve your overall health. The campaign aimed to both educate audiences on continuous glucose monitoring (CGM) and the role of glucose in personalized health, while driving awareness of the product’s unique value proposition. Just as the product subverts the traditional health tech sector, the messaging needed to subvert traditional healthcare marketing with an approach that felt innovative, empowering, and human. In short, we needed to showcase Lingo's brand promise: when it comes to your health, only "your body has the answers."
The only problem? Awareness of glucose and CGM benefits was very limited, particularly among wellness-conscious audiences. Traditional healthcare marketing often relies on clinical approaches or scare tactics, which alienate potential users. That's why Lingo set out to:
By tackling these challenges, Lingo aimed to not only raise awareness but also redefine how health tech communicates with modern audiences, delivering a bold vision for the future of healthcare marketing.
Strategy
The “Spike Sessions” campaign was crafted to reposition Lingo as a revolutionary health tech device while disrupting the norms of healthcare marketing. Traditional approaches in this industry often lean on clinical messaging or fear tactics, which alienate wellness-conscious audiences. The strategy behind “Spike Sessions” was to flip this script—using authentic storytelling, celebrity influence, and real-time data to connect with consumers on a human level.
The core strategy centered on Lingo’s brand promise: “Your body has the answers.” This positioning addressed the growing demand for personalized health insights in an era where consumers are overwhelmed by conflicting health information. To make this claim resonate, we sought to present Lingo’s continuous glucose monitoring (CGM) in a relatable, entertaining, and educational format. The idea was to engage audiences with playful, unscripted content that showcased the product’s innovative capabilities in a way that felt approachable and empowering.
Key strategic pillars:
Execution: Spike Sessions
The campaign was structured as a branded content series, debuting with four themed meal segments tied to significant moments in Serena and Alexis’s lives. Each meal served as an opportunity to explore how their bodies responded to food in real time, with glucose data dynamically displayed to illustrate the insights. The real-time glucose data revealed surprising insights about their responses familiar foods, from gelato to pancakes. While the couple sampled meaningful dishes, they asked each other personal questions, creating a blend of humor, curiosity, and discovery.
With real-time data from the Lingo app displayed dynamically throughout, the content reinforced the message: “Your body has the answers.” Throughout the episode, the couple discovered that with Lingo, even the most familiar meals could hold surprising insights. It became clear that the two responded drastically differently to foods like gelato and pancakes in ways they did not anticipate - with Spike Sessions ultimately proving that gaining personalized insights into your health in real-time is real power.
By showing instead of telling, the campaign avoided traditional healthcare marketing clichés, making health tech feel approachable and empowering. Their unscripted interactions brought humor and relatability, engaging audiences while breaking down the complexities of glucose monitoring.
Results
* Campaign data is based on RQ historical and industry standards per CIQ
**Serena IG benchmarks based on the averages from the last 15 sponsored reels
***Lingo IG benchmark based on average of last 15 reels
****SMV is a proprietary metric from Creator IQ that compares the cost of paid social media to the value of influencer marketing; if you could buy the same results through paid ads, what would it cost.
Impact
The “Spike Sessions” campaign proved that healthcare marketing could be innovative, entertaining, and impactful. By reframing health tech as a tool for empowerment and self-discovery, it resonated with audiences, challenged industry norms, and set a new standard for future campaigns in the space.
The campaign successfully positioned Abbott’s Lingo as a lifestyle-driven health tech product, breaking away from traditional healthcare marketing norms. It achieved millions of views and likes across platforms, sparking conversations about personalized health among previously untapped audiences. The series demonstrated Lingo’s core message—'Your body has the answers'—and highlighted the practical benefits of real-time glucose monitoring. By subverting traditional health narratives, 'Spike Sessions' elevated health tech into the realms of lifestyle and pop culture, driving significant brand awareness and consumer engagement.
"Spike Sessions" redefined healthcare marketing by breaking away from clinical, fear-driven approaches. Instead, it blended celebrity influence, humor, and authentic storytelling to humanize health tech, creating a model for innovative and approachable marketing. The content embodied Lingo’s brand promise—“Your body has the answers”—through subtle, joyful storytelling that made a lasting impact in an industry known for its rigidity.
And perhaps most importantly, it sparked conversations about personalized health and glucose monitoring among consumers who had never considered it before - empowering brand new audiences to take control of their health outcomes.
