Biohaven

The Objective

Cultivate a community on TikTok through suitable advertising

Biohaven Pharmaceuticals, the first oral CGRP (calcitonin gene-related peptide) receptor antagonist approved to both treat and prevent migraine has been live on TikTok since 2021. Biohaven was selected to participate in the Brand Safety Inventory Filter in a more brand safe environment. The goal for this campaign was to cultivate and engage with the community on TikTok, as well as drive awareness in a brand-safe environment. Biohaven wanted to make sure the playful message was delivered to their target audience adjacent with content suitable to their brand.

The Solution

Leveraging interest and retargeting to drive follows

Biohaven partnered with Toronto and New York-based pharma and healthcare agency Klick Health and TikTok to drive community interactions through a playful cat TikTok that showcased how easy it was to use Nurtec® ODT. They leveraged age and interest targeting to engage with like-minded users. To capture users' attention, a retargeting strategy was also put into place.

Delivering their TikTok video within a suitable environment was parameter. As an innovator in migrine treatment, Biohaven participated in the beta for Inventory Filter for Performance Objectives. Built on machine-learning technology, the TikTok Inventory Filter classifies video, text, audio, and more based on the level of risk. The categories within the filter are also aligned with the GARM Brand Safety and Suitability Framework. This allows advertisers like Biohaven to make decisions about which kind of inventory they'd like to run adjacent to, in turn, better protecting their brand reputation.

The Results

Driving over 100,000 follows

The Nurtec® ODT campaign delivered more than 14 million impressions and 100,000 follows through the combined strategy of interest and retargeting. The Inventory Filter delivered a 98.9% brand safe delivery rate ensuring that the campaign was delivered near content suitable for the brand.

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