Challenge
MAVENCLAD (cladribine) needed to find a way to stand out from the competition and expand paid social presence beyond Facebook and Instagram; TikTok was unchartered territory but represented an opportunity to be one of the first in the MS space to enter the platform.
Solution
Launch unbranded TikTok programme that amplifies and diversifies MAVENCLAD's (cladribine) paid social presence and generates awareness at scale among the MS audience, in a way that feels authentic and in-line with the latest trends; activate detailed audience segmentation strategies to enable hyper-accurate targeting, with continued cross-channel optimisations to ensure we're running the most efficient and effective campaign possible.
Outcome
- 2X campaign achieved 2X the average benchmark for click-through rate on TikTok
- 7.3K visits to the Mavenclad.com brand site from TikTok in the first month of the campaign