How HIV Ireland used social media to support people living with the virus

The Brief

To support people living with HIV and prevent new acquisitions, the non-profit organization HIV Ireland needed to expand its reach and awareness. To promote its peer support program and community support services, it partnered with creative platform VidMob to optimize its campaign video content for social media platforms.

The Idea

VidMob utilized its analytics tool to optimize the creative elements of HIV Ireland’s campaign videos. By leveraging insights from previous campaigns and best practices, VidMob created a series of tailored videos to maximize the impact of each creative element and help HIV Ireland achieve its objectives.

Results

The campaign exceeded expectations and delivered remarkable results. Through the partnership with VidMob, participation in HIV Ireland’s peer support program increased by 139%, surpassing the initial target of 42%. The number of individuals accessing peer support from outside of Dublin increased by 67% and self-referrals to the program increased by 300% during the campaign’s five-week duration.

The insights gained through VidMob’s platform provided valuable data for future campaigns, enabling HIV Ireland to create better-performing ads, reach more people living with HIV and achieve its goals more effectively.

This campaign won at The Drum Awards for Marketing EMEA 2023. Find out more about The Drum’s Global Awards program or head to our case studies hub to read more award-winning stories.