Using Alternative Social Media platforms

Boldly going where no NZ Pharma has gone before

When it comes to groups that are hard to reach with health messages, young men 18-26 are probably at the top of the list.

Social media is one of the best tools for reaching this market, but to be successful we needed to venture off the beaten track of Facebook and Instagram and onto more targeted platforms like Twitch. Twitch is a specialist social platform designed for Online Gamers, the bulk of its users being young men.

Finding them is one thing - connecting and engaging is yet another part of the challenge.

Platforms like TikTok, Snapchat and Twitch hold a plethora of home-made content. Even the most successful influencers are more often than not the actor, director, script writer, and camera operator, all in one – filmed and edited on a smartphone.

If you want to engage in this space, you need to look like you belong. So when it came to encouraging young men to protect themselves from HPV, we created a campaign of videos like nothing NZ pharma has made before. Filmed on a smartphone with a single actor playing multiple roles, we delivered an important message that resonated with the audience.

Consumer Channels: Twitch, digital video, digital display ads