Viriya aimed to tap into the potential of TikTok by launching its own platform. The goal was to establish expertise in the TikTok health community by developing creative health tips and eventually becoming a leader in health insurance.
STRATEGY & IDEA :
We conducted consumer insights research on health insurance, categorizing consumers into three groups: First Jobbers, Middle-aged individuals, and the Elderly. We discovered a common theme—everyone desires peace of mind due to concerns about hospital expenses and unexpected medical costs. To address this, we positioned Viriya TikTok as the “Healthy Societies” with the concept of “ วิริยะจะเป็นความสบายใจให้กับทุกคน ความกังวลจะหมดไป ” (”Viriya brings peace of mind to everyone, and worries will fade away”).
Our content strategy revolves around 4 pillars:
1. FAQs >> Answering about health-related queries that consumers often have.
2. Micro-Moment >> Sharing micro-moments related to daily situations that people tend to overlook but which impact their health.
3. Healthy Expert รู้หรือไม่? >> Utilizing the expertise of health professionals to provide valuable health tips for both physical and mental well-being under the(Did You Know?) segment.
Organic followers increased by over 5,000 with 300K+
views in the first month