Patient Advocacy
Social & Digital
Global
Managing Online Reputation and Leadership - World AIDS Day
Timeline
4 Weeks
Service Area
Events
Region
Global
Executed on behalf of ViiV Healthcare, this digital communications campaign leveraged the global significance of World AIDS Day. The initiative was designed to position the company as a leader within the HIV community, elevate its profile among key stakeholders, and give its executive leadership a distinct and authoritative voice online.
Results
68,000
Total reach
220
New followers
54
Organic and promoted posts
The Challenge
The primary challenge was to maximize meaningful engagement with key stakeholders in the highly active HIV digital space, ensuring ViiV Healthcare's corporate website and social media channels—specifically Twitter and LinkedIn—stood out and resonated during a crowded global awareness day.
Our Approach
The team implemented a targeted social media and content strategy backed by comprehensive data analysis. The approach included:
Strategic Content Deployment
Developing and publishing a tailored mix of organic and promoted social media posts specifically designed for World AIDS Day.
Social Listening & Benchmarking
Conducting in-depth social listening and content analytics to benchmark ViiV Healthcare against key leaders in the HIV space. These real-time insights were then used to continuously inform ongoing strategy and content development.The Outcome
The Outcome
The digital activation successfully expanded ViiV Healthcare's online footprint and significantly boosted stakeholder engagement. Key metrics from the campaign include:
68,000 total reach was achieved by ViiV Healthcare on Twitter specifically on World AIDS Day.
220 new followers were gained on Twitter as a direct result of the targeted digital campaign.
54 organic and promoted tweets were strategically developed and posted, generating a strong average of 13 engagements per tweet.
