An Inside Look: How Preparation H Leveraged Influencer Activations to Connect with Diverse Communities

Challenge

The LGBTQ+ community reports more challenging experiences accessing care than non-LGBTQ+ peers. More than one-third (36 percent) of LGBTQ+ in the United States say that they’ve had a negative experience with a healthcare provider, compared to 22 percent of non-LGBTQ+.  

Motivated by a desire to address health inequalities in the LGBTQ+ community, Dentsu Creative strategists looked at the LGBTQ+ community’s most talkative and outgoing segments and identified influencers to show up in a way that’s genuine while discussing health care conversations on social. These influencers were known to show up in an entertaining, truthful & unapologetic way, that reflects the growing presence among LGBTQ+ community for Preparation H and the conversation around hemorrhoid’s on social media.  

Solution

To dial up the authenticity and education value, Dentsu Creative partnered with three prominent LGBTQ+ influencers to deliver their message in the summer of 2023. The content focused on three key objectives:  

* Education on LGBTQ+ sex education as a cause of butt discomfort and hemorrhoids. 

* Normalizing “back door” care and sexual health.  

* Highlighting the soothing, effective relief provided by Preparation H products.  

The influencers created humorous sketches, combining the influencer’s authentic and unique style with Preparation H’s signature sense of bold humor. The content provided viewers with long overdue and much-needed representation and laughs alongside valuable opportunities for education and brand building for Preparation H.  

Results

The results were phenomenal for Preparation H. In total, the three social videos organically drove 498K impressions and a 10% engagement rate, well above the benchmark for the brand. But most notably, the content resonated with the LGBTQ+ community in need of representation, generating an average positive audience sentiment of 98%. Fans were eager to share the content and sound off in the comments about how it taught them about backdoor care, even expressing gratitude to Preparation H for the authentic representation of the LGBTQ+ community. Check out some of the social content here.