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