Meet Participathivos: a digital marketing project that is the face of Prod

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What motivates you? For us, it’s transforming ideas into digital solutions and, more than that, positively impacting the lives of thousands of people.

Participathivos is a project created by GSK | ViiV Healthcare and aims to provide information to those who care for and live with HIV . Through various digital marketing actions, this movement raises awareness among the population and gives greater meaning to the lives of these people.

And Prod is part of all this! When our business partner opened a competition for this project, we were immediately delighted, because actions like these inspire us to continue following our purpose.


So, we dove deep into the subject and went after dominican republic mobile phone number this achievement. In a few weeks, we defined the strategic plan and delighted our client. The project involved the following teams:

Growth;
Social Media;
Content and SEO;
2D and 3D Audio and Video;
UI/UX Website Design;
Performance Media;
Strategic Planning;
Email Marketing Campaigns;
Communication Parts (On/Off).
We can say that Participathivos matched Prod , above all, with our Culture.

How do we define the digital marketing strategy for Participathivos?
All digital marketing strategies developed for this project aim to promote the Participathivos Portal as the main reference for HIV diagnosis and treatment in Brazil. Thus, we focus on reaching the lay public and health professionals.

Our biggest challenge was to win over and retain the target audience in the media they use, through highly relevant and high-quality content.

We developed an omnichannel strategy that would create a strong connection between Participathivos and people. By activating integrated campaigns with unique storytelling across multiple platforms and media, we enabled the Portal to build authority and a reputation.

Participathivos's biggest differentiator is its inclusive and open discourse on HIV , which allows people to feel welcomed and supported through its positioning as an expert.

For all of this to work, it was necessary to apply strategies focused on the authority funnel, generating recognition, connection and, therefore, notoriety. This is where our digital solutions came into play.

What digital solutions have we developed for Participathivos?
After segmenting the audiences, based on history, briefing with the client and research on profiles, we move on to choosing the platforms.

Strategically, we place Participathivos in all the places where the public is: Facebook , Instagram , Spotify , Google, E-mail Marketing, WhatsApp , Lives and other partner sites.

To generate engagement and interactivity, we understand which topics related to HIV are most searched for on the internet and, in this way, we map out the population's doubts. Then, we proceed to produce digital marketing products , developing content that seeks to improve the quality of life of people living with HIV ( PLHIV ).

Every month, we produce content for social media and the Participathivos Portal, focusing on raising awareness about diagnosis, treatment, how to welcome people living with HIV , breaking taboos, normalizing the topic and encouraging HIV prevention .

In addition to social media , Participathivos is present on Spotify with podcasts that involve people living with HIV and health professionals sharing their experiences. We believe that when experiences are shared, the subject becomes lighter. That's why the Participathivos podcast channel was created to welcome and support.

The Participathivos Portal provides a variety of content so that people can easily access information and sign up to receive emails on the topic. In addition, every year, the project promotes the Participathivos Journey , an online event with guests and experts who share their experiences, encourage the use of condoms, tell their stories and collaborate in the fight against prejudice.

All actions are publicized so that they reach as many people as possible, and so we create ads in different formats, such as banners, texts, audios, videos and GIFs. They are displayed on social media and other websites, through paid media.

And it’s not enough to just do it, you need to measure the results. Metrics are the main indicators for measuring the performance of our online strategies . Therefore, we are constantly evaluating our actions.