Building a Viral Obesity Movement
DTC Influencer Campaign Helps to Change Mindset of Millions
Challenge
- Help address misconceptions and overcome stigmas around obesity, ultimately driving a change in mindset.
Our Solve
- Working with influencer Queen Latifah, CMI Media Group targeted broad obesity and weight loss terms
- This campaign ran on TikTok, Reddit, Facebook, Instagram, and Twitter to reach a broader audience among many social channels
- Facebook + Instagram – highest reach
- TikTok 83% of users engaged with healthcare content
- Reddit has highly active community with over 300k comments
Result
- Always-on presence using efficient broach reaching channels with a social-first targeting
- Targeted reach against qualified audiences who expressed interest in obesity and health-related topics, Queen Latifah fans, and look-alikes of those most highly engaged
- Campaign optimized based on engagement, in real time, to achieve mass awareness, eliminate underperforming ads, drive down CPMs