QPP (Queensland Positive People) is a not-for-profit organisation set up to support people living with HIV (PLHIV) in Queensland. QPP is a peer-support organisation helping the HIV positive community with treatment and health advice, community awareness and education, support and prevention.
This is an incredibly important organisation and is full of passionate and committed people making a real difference to the lives of HIV positive people, their families and the Queensland community at large. QPP launched five videos in the ‘Talking About Treatment’ series produced by Light + Shade and engaged Media Heroes to run the video marketing campaign to maximise video views and to achieve a series of conversion goals.
The primary goal was to help connect the amazingly powerful and important video content with specific target audiences to encourage social engagement and ensure the videos reached the people who could benefit the most. The video marketing campaign involved YouTube and Facebook video advertising plus a remarketing campaign and video seeding through QPP’s network of contacts. The video marketing campaign exceeded its KPIs, achieving over 50,000 video views, 3,000 website visits and approximately 400 social engagements in the first 3 months. The video series encouraged the HIV positive community in Queensland to talk openly about the latest treatment options and spread inspirational messages across a wider international audience.