PM360 2019 Trailblazer Awards Unbranded Campaign Winner Merck and Klick Health

VERSED on HPV (Merck, Klick Health)

Many don’t know human papillomavirus (HPV) is common. Every year, 14 million people in the U.S. are newly infected with HPV. For most people, HPV clears on its own, but for those who don’t clear the virus it can lead to certain cancers and diseases.

VERSED on HPV’s goal was to raise awareness among young adults. The challenge was tailoring traditional pharma language for a young audience. The campaign launched entirely on social and digital channels that reach young adults—initially rolling out on Instagram and Snapchat, and in the following months hitting YouTube, Facebook, college campuses, subways, and music festivals.

In less than one year, the campaign delivered:

  • ~3.8 million Snapchat Swipe ups
  • ~374 million Instagram impressions
  • ~276 million YouTube video views
  • ~4.9 million unique visitors to VERSEDHPV.com

VERSED on HPV launched with the goal of increasing HPV awareness among young adults, and within a few months of launch had reached 133% of its goal.

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