Health Service Drives
2x
Higher VTR on TikTok
with
Contextual Intelligence
Total Impressions
VTR
Objective
A regional health service aimed to drive awareness on TikTok for its non-smoking initiative, connecting with both youth and adult audiences interested in quitting smoking through culturally relevant and engaging content environments.
Challenge
TikTok’s fast-paced, trend-driven feed presents a unique challenge for health messaging. Traditional audience and interest-based targeting can achieve scale but often lack control over the immediate content environment.
For a sensitive topic like smoking cessation, misalignment in tone or context could reduce impact or feel intrusive. The health service needed a smarter way to place its message within moments where viewers were already emotionally and mentally receptive.
Strategy & Execution
The health service partnered with Silverpush to activate Mirrors for Social Platforms, applying contextual intelligence built for short-form, trend-led environments like TikTok.
Rather than targeting users, Mirrors analysed TikTok videos in real time based on theme, tone, and contextual suitability. This enabled the campaign to identify health-positive moments within wellness content, creator-led discussions, and influencer videos focused on self-improvement.
Ads were placed alongside content from recognised wellness voices and videos discussing smoking cessation themes such as This is Quitting and Smoke Free Life. By focusing on content over audiences, the brand delivered timely, natural messaging without chasing trends or risking contextual misalignment.
Results
The contextual approach delivered strong performance. The campaign achieved a 40% VTR, driving a 2x uplift above the TikTok benchmark. By appearing in contextually aligned, emotionally relevant environments, the health service successfully cut through the noise of the platform and delivered its non-smoking message with greater attention and impact, demonstrating how contextual intelligence enables relevance and control in fast-moving social ecosystems.
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