Social Video
My 9-5 Social Video
Social-first executive video designed to capture attention, humanize scientific leadership, and make the story feel native to digital platforms.
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Project Overview
An Amgen Executive Vice President, Research & Development "My 9-5" social video reimagined a popular social media trend as a strategic executive storytelling opportunity. The project humanized a senior scientific leader through an authentic, behind-the-scenes look at a day in the life of the executive leading Amgen's research organization.
As audiences increasingly engage with authentic, people-first content, the communications opportunity was to showcase one of Amgen's leading scientists in a way that felt native to social media rather than traditional corporate communications. The project supported executive visibility, employer branding, and Amgen's broader innovation narrative.
Strategy
The strategy focused on adapting the popular "My 9-5" trend into a polished executive story without losing the authenticity that made the format engaging. The content needed to feel social-first, fast-moving, and human, while still supporting Amgen's executive communications and executive storytelling priorities.
Working closely with cross-functional partners, production teams, and executive stakeholders, the video captured the R&D leader's daily routine through fast-paced visuals, candid workplace moments, and concise storytelling. The final asset was optimized for LinkedIn and YouTube Shorts, allowing the story to reach audiences through formats already familiar to social users while reinforcing Amgen's research culture.
Campaign Assets
Results
The project demonstrated how social-first storytelling can elevate executive visibility while making complex scientific work more approachable. By showcasing the person behind the science, the video strengthened Amgen's employer brand, reinforced its culture of innovation, and created a repeatable storytelling framework for future executive and scientist profiles.
The impact was reflected in measurable performance: in Q4 2025, the video ranked #1 in both engagement and impressions among all content published across Amgen's LinkedIn and X social platforms, demonstrating the effectiveness of authentic, executive-led storytelling in driving audience engagement.
#1
Ranked first for engagement across Amgen LinkedIn and X content in Q4 2025.
#1
Ranked first for impressions across Amgen LinkedIn and X content in Q4 2025.
2
Priority social channels supported social-first executive storytelling.