Dexcom

Feels like Magic

Ben Diserens Dexcom Feels Like Magic Integrated Marketing
 

The Brief

For the launch of the Dexcom G7, the brand debuted its “Feels Like Magic” commercial during the Super Bowl, marking one of the biggest moments in Dexcom’s history. But the ad was just the beginning. Dexcom needed a social strategy to extend the life of that moment, drive engagement, and ensure the message resonated with both existing users and new audiences across platforms. Social would play a crucial role in translating the commercial’s hype into real awareness, conversation, and action.

The Idea

Let the real people lead. From Dexcom Warriors sharing daily life with diabetes to bold product-driven content, Dexcom’s social channels shifted from corporate messaging to a community-powered movement. Video-first formats, creator partnerships, and sharp storytelling helped the brand break through and connect emotionally with its audience.

What we did

Across platforms, we built a full-funnel social strategy that balanced education, advocacy, and culture:

  • Used TikTok-native formats to share behind-the-scenes content from the “Feels Like Magic” shoot

  • Showcased Dexcom Warriors in Reels, UGC, and Instagram grid takeovers to humanize the product launch

  • Created static and video content tailored to specific groups, like Type 2 audiences, to drive relevance and engagement

  • Optimized YouTube with walkthroughs and official ad uploads, helping users understand the G7 in more detail

  • Rolled out a mix of evergreen and real-time content that responded to trends and drove consistent engagement

  • Leveraged sentiment and performance data to refine our approach in real time

The Impact

  • TikTok engagement rate reached 7.87 percent, more than double the platform benchmark

  • Instagram Reels earned 221 percent more shares and 145 percent more saves per post compared to January

  • Facebook video content in February saw 688 percent more average comments, 345 percent more shares, and 80 percent more total engagements per post

  • Dexcom’s Super Bowl campaign helped grow Instagram by 5,396 new followers and Facebook by 2,113 in February alone

  • The hashtag #DexcomG7 jumped 59.5 percent in views quarter over quarter

  • Social-driven website traffic increased 23.1 percent toward goal, showing meaningful business impact

Social turned one Super Bowl ad into a sustained conversation—driven by the people who live Dexcom’s story every day.