Bee the Vibe Harm Reduction Services Digital Launch

Bee The Vibe (BtV), a new nonprofit program under Mile High Behavioral Healthcare (MHBHC), focuses on harm reduction and safe-sex practices through free at-home STI/STD testing, HIV testing, and fentanyl testing strips. Supported by a grant, the program aimed to educate the LGBTQ+ community about harm reduction and its services.

We leveraged MHBHC's existing digital presence through Denver ELEMENT and the Transgender Center of the Rockies. Our strategy aimed to establish BtV's online presence, increase awareness of services, and promote harm reduction. Challenges included avoiding content flags and addressing landing page issues.

Our recommendation included creating a dedicated TikTok account for BtV to engage LGBTQ+ and harm reduction audiences. High-performing TikToks were cross-promoted on other accounts, and programmatic placements were arranged with StackAdapt targeting Grindr users and LGBTQ+ apps. A comprehensive landing page facilitated access to free testing kits, with retargeting strategies guiding users toward kit acquisition and newsletter subscriptions.

The goal was to raise awareness of BtV's TikTok account, grow followers, and cross-promote through Denver ELEMENT and TCR, increasing traffic to the landing page. The page offered program details, events, and contact info.

We used meme-centric TikTok videos across platforms to engage users with harm reduction tips and event information. Despite launch delays, the campaign yielded a retargeting audience of 463,945 users, 200+ newsletter subscribers, and 36 inquiries about services or testing kits. Over 1,037 new followers were gained for MHBHC's programs, and programmatic ads significantly expanded digital reach, with video ads achieving a 67% completion rate.