Dexcom

Social media strategy

 

THE BRIEF

Elevate awareness and engagement around the Dexcom G7 launch by leveraging creator content, culturally relevant moments like the Super Bowl, and platform-specific strategies across Instagram, Facebook, TikTok, and YouTube. Focus on driving traffic, growing followers, and engaging priority communities through both paid and organic content.

THE IDEA

Use high-impact campaigns, video-first storytelling, and native content formats to amplify Warrior voices and drive interest in the G7. Align content with trending topics, real-life stories, and product education to build trust, spark conversation, and grow Dexcom’s social footprint.

WHAT WE DID

  • Activated a Super Bowl campaign featuring Nick Jonas, driving massive spikes in mentions and engagement across all platforms.

  • Tested TikTok-native content formats including trending audio, Warrior UGC, and behind-the-scenes content tied to the Super Bowl commercial shoot.

  • Prioritized Instagram Reels, which significantly outperformed static posts with more shares and saves.

  • Posted static content highlighting G7 product screens and diverse subjects, resulting in stronger engagement and link clicks.

  • Developed a pinned Instagram grid row concept to creatively showcase the G7 product and encourage exploration of Dexcom’s profile.

  • Created video-first campaigns on Facebook, which drove more interactions than static posts.

  • Shifted static content strategy to include messaging targeted to Type 2 diabetes, aiming to improve performance with this growing segment.

  • Expanded content across platforms using Warrior storytelling to keep messaging human-centered and relatable.

The IMPACT

  • 20,860 total mentions in February, up 57% month-over-month, driven by Super Bowl buzz and influencer engagement.

  • Instagram gained 5,396 new followers in February alone, reaching 54.4% of the yearly goal.

  • Facebook gained 2,113 new followers, reaching 44.5% of the yearly goal.

  • TikTok engagement rate hit 7.87%, far exceeding the 3% benchmark and signaling strong content resonance.

  • Instagram Reels saw 221% more average shares and 145% more saves compared to January.

  • Facebook video content earned 688% more average comments and 345% more shares per post versus January.

  • YouTube views reached 534,721 YTD, putting Dexcom 29.4% of the way to its 2023 goal.

  • Posts with diverse subjects received 242% more shares and 154% more saves on Instagram.

  • Static G7 posts outperformed personal story posts, driving 465% more average comments and 89% more likes on Facebook.

  • Hashtag visibility continued to grow, with #DexcomG7 up 59.5% and #DexcomWarrior reaching 387 million views.