OraQuick® is a revolutionary product. The first and only FDA-approved HIV self-test, OraQuick® allows consumers to test on one’s own terms whenever they want, without the planning, time and expense of a doctor's visit. However, most consumers were not aware of OraQuick® as a testing option and the brand had only a small marketing budget. Target 10's challenge was to raise brand awareness and promote the product’s unique benefits among gay men, the population most at-risk in the U.S., and do it in a way that stands out from 30+ years of messaging in the fight against HIV, much of which looks and feels the same.
Born from brand data and cultural insights came TREAT YOURSELF, a music video leveraged across influencers’ social platforms that presented testing with OraQuick® as an integral component to self-care through a vibrant, uniquely gay male perspective. The lyrics and video depict a charismatic influencer duo traveling through Columbus’s Short North, a pictureperfect gayborhood, and stopping into LGBTQ+ owned shops along the way to partake in activities that connect back to self-care. The journey concludes with a stop at a neighborhood drug store where OraQuick® is sold, reinforcing the message that OraQuick® is a product that can be administered at home, on one’s own terms. A variety of LGBTQ+ stakeholders from the local community were engaged in the development, production and promotion of the video, from the influencers to the shops to the LGBTQ+ health care center that housed the drug store. This community buy-in was instrumental in guaranteeing authenticity of message, which also led to these local individuals and businesses sharing the final product with their followers on social media.
Shortly after its release, the video had been viewed 172,800 times; branded social posts resulted in 2.1M impressions with a 2.94% engagement rate. A paid partnership with SCRUFF produced 1.01M branded impressions / 309K unique views with a 2.28% CTR. Additionally, the video received press coverage in LGBTQ+ media. Collectively, the results far exceeded the goal we set for ourselves prior to launch. View the OraQuick® TREAT YOURSELF music video by clicking here!