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.

Play Case Study

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.

Play Highlights

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

More Work

OnStar

Digital // On-Air // CRM

View Project

Harley Davidson

Digital // On-Air // Print

View Project