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