Cytomegalovirus (CMV), is a leading cause of birth defects if a woman becomes infected while she is pregnant. She can pass the infection to her unborn baby which could cause long-term disability due to birth defects.
The goal of the campaign was to get qualified participants to enroll in the CMVictory Phase 3 trial that was studying an investigational vaccine for CMV targeting healthy adults 16-40 years old. We approached the client with the idea to expand our efforts to TikTok given the data that our user group spends nearly 1 hour per day on the platform. The authentic nature of the platform videos also allowed us to get more creative in how we were messaging the trial and disease state.
We partnered with our client to help them understand that the creative for this platform needed to fit the aesthetic and style of the platform if we were going to have success. After several rounds of brainstorming, we settled on a 2-day video shoot in Austin, Texas where we would do person-on-the-street interviews to help us drive home our key points. Approaching strangers with a camera and microphone was met with a lot of quick rejection and hesitation to talk with us. Ultimately, we were able to secure over 70 interviews that followed three distinct messaging lines. We were also able to capture a diverse set of individuals to meet our DEI goals and worked closely with Moderna’s MLR to ensure an engaging and compliant campaign.
The results of our time on the ground were three authentic TikTok videos that helped spread disease awareness and trial enrollment. We proved that we could directly enroll patients into the trial from these videos and a platform for the client. The channel performance was more cost-efficient than the more established social channels in the media mix which allowed our media dollars to be maximized. This creative was so successful that we cross promoted via Instagram Reels and saw direct patient enrollment into the trial there, too.
