Kaiser Permanente
Owning the Covid-19 Curve
We helped healthcare giant Kaiser Permanente own TikTok to inspire healthy behavior in young adults and help slow the spread of COVID-19 for the greater good.
A Global Pandemic
The number of Coronavirus cases in the country ticked upward at an alarming rate. Young people seemed disinterested in the high-stakes of COVID-19.
Talking to Gen-Z'ers
How do we get young people who think they’re invincible to save themselves and each other? You show up where they are – and challenge them.
Enter TikTok.
So we launched the TikTok Hashtag Challenge #OwnTheCurve and partnered with 19-year-old influencer Addison Rae to start a movement through her 35+ million followers.
Rae became the catalyst of this PSA-style crowdsourced campaign that combines public health and creativity – encouraging young adults to stay at home to slow the spread of COVID-19.
A Total Market Approach
Our target audience was not one-size fits all. So we partnered with diverse influencers to reach all the various groups within Gen Z for a total-market approach.
And amplified our messaging across all social channels – Instagram, Twitter and YouTube – repurposing UGC content as paid video ads.
the results
198M
Impressions (In first 2 days)
1.6M
Video creations (In First 2 days)
8 Billion
Views To Date
The Biggest
Crowdsourced PSA in history
