A few months ago, my team and I were asked to develop a digital campaign towards young adults to promote HPV vaccination. The creative campaign aimed to impersonate HPV by creating an influencer on social network that they might want to protect themself from. This unbranded campaign replicated some well known interactions and designs that this population was already familiar with through social medias, boomerang, selfies etc…
My goal here was to design a mobile friendly website using the same navigation and interactions. In order to provide that consistency, I started by studying elements that the users engage with the most. I replicated a feed made a short posts and bits of information to make the information more digestible. Then, to increase engagement with the information, I created a quiz and micro interactions that would educate the audience around HPV and HPV-related cancers.
Thanks to Adobe XD advanced prototyping tool, I was able to replicate exactly the experience provided on the site.
We then conducted User experience testing in order to verify our hypothesis thanks to Toronto based agency Fresh Squeezed Idea
The test was very positive despite some minor quick fixes on the creative assets themselves.
We then proceed to publishing the website in July and were delighted the campaign met such great success. Compared to previous unbranded campaigns or websites, the engagement was through the roof and we were able to increase awareness around HPV and HPV vaccination among this population. Micro-engaging components on the site. played a significant part in that.