Pharma and health
We spotted an emerging TikTok trend and turned it into an effect people wanted to try and share. Over 2,600 posts from users and content creators organically amplified the brand’s reach.
Context and challenge
A pharmaceutical brand wanted to connect with a younger audience. To achieve this, it needed to expand its digital presence through initiatives that resonated with the audience’s interests and the ways they engage online.
TikTok presented an opportunity to make that connection. The challenge was to identify a relevant trend and find a way for the brand to participate that felt authentic and engaging to users.
The concept needed to inspire people to try it, create their own content, and share it. The goal was to encourage users and creators to drive organic reach through their participation, without any paid advertising.
What TABI did
We identified a trending format and turned it into an interactive TikTok effect. By combining trend analysis, community insights, and creative execution, we developed an experience that people wanted to make their own.
Solution and implementation
We created an effect that encouraged people to try it and turn the result into a post of their own. The experience built on a format the audience was already familiar with, making it easy for participants to understand the concept and join in.
Each person could bring their own reaction, style, and creative approach to the content. This freedom allowed a single idea to take shape in different posts and spread organically through participants’ communities.
Content creators also joined in organically, further expanding the effect’s reach. Distribution extended beyond the brand’s own account, driven by posts from people who chose to try it, without any paid advertising.
Results
The effect surpassed 3.1 million views on TikTok without any paid advertising. Community participation drove organic reach, helping the content spread and increasing brand visibility.
Users created more than 2,600 posts using the effect. The experience became a tool for creating original content, multiplying opportunities for discovery across different accounts.
This case demonstrated how a trend can become a valuable communication opportunity when brands understand what motivates people to participate. By combining a relevant format with an interactive experience, we encouraged organic sharing driven by the community itself.
+3.1
Views generated by the TikTok effect.
+2,600
Content created by the community using the effect.
$0
Organic reach, without paid advertising.
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