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Special Project

Special Project
From the 16th Annual Shorty Awards

Gvoke HypoPen® Social Media Influencer Campaign

Entered in Social Good Campaign


Severe low blood sugar is a potentially life-threatening condition that can affect all patients with diabetes who are taking insulin or sulfonylureas. Low blood sugar is an emergency situation that can happen unexpectedly and requires immediate attention. There are times when food and drink don’t work; times when patients may be unable to swallow safely or feel like passing out. In cases like this, patients need a safety net.

Both the American Diabetes Association and the Endocrine Society recognize that these patients are at risk and recommend that they have a prescription for glucagon for these types of situations. The problem is complex:

1. Looking solely at patients on insulin, there are 8.3 million who use it and are medically reasonable candidates for glucagon. Yet only an estimated 8% of them have a glucagon prescription. This leaves way too many people without a safety net when it matters most.

2. Traditional glucagon kits are known to be incredibly difficult to administer during an emergency situation. This has given glucagon a bad reputation.

3. Gvoke HypoPen® has helped to change the game. It’s ready-to-use and simple to administer. However, many people are not aware of it or do not realize the need for it in their toolkits.

Imagine experiencing a very low blood sugar episode where you are shaking, sweating, feeling like you are going to pass out, or actually passing out, and not having a potentially lifesaving tool in your tool bag.

When comparing WebMD reviews of Gvoke HypoPen® and patient sentiment across the internet with those of other glucagon treatments, Gvoke's reviews show an overwhelmingly positive administration experience. It’s time to get Gvoke HypoPen into the hands of the people who need it!

People with diabetes need to understand their risk so that they can advocate for changes to their treatment plans and ensure that their diabetes toolkits are aligned with the standard of diabetes care.

Strategy and Execution

What better way to do that than by leveraging influencers to get the word out there. We worked with a wide variety of influencers in the diabetes space, including patients, caregivers, and healthcare providers, to spread the word about the need to have a safety net like Gvoke HypoPen® and its benefits. Creators made short videos and took photos, introducing their audiences to Gvoke HypoPen® and sharing the importance of carrying this potentially lifesaving tool. The overarching goal of this campaign is to drive awareness and preference for Gvoke HypoPen® among new and established patients with diabetes and healthcare providers.


As of 12/7, we've gone live with 39 influencers from all different tiers and 118 posts across TikTok and Instagram (which includes post reshares on influencers' stories). We have sent over 4,638 visitors to the Gvoke website, and our posts have been shared 2,055 times, saved nearly 3,000 times, and we've reached more than 2 million accounts across both platforms. We've grown our TikTok following by over 7,128% and our video likes by 15,769%, and our Instagram following has grown by about 23% since the start of our campaign at the end of July. Across all of our Gvoke social media accounts (inclusive of Facebook, Instagram, YouTube & TikTok), we've seen 128% growth since the beginning of our influencer campaign. Gvoke-related keywords also have an 92.6% positive/neutral sentiment (Meltwater).


Entrant Company / Organization Name

Gvoke HypoPen®


Entry Credits