Pediatric League has impact on hundreds of thousands of young people on TikTok
CLIENT
YEAR
SCOPE
Lastenlääkäriyhdistys
2022–
Consulting and coaching,
Social media and content production,
Strategic planning
The mission of the Finnish Pediatric Society was clear from the start: they wanted to provide young people with reliable information and reduce disinformation in an easily approachable way. All they needed was a brand, planning and implementation! This is where Mellakka jumped in and the Pediatric League (“Lääkäriliiga”) was born.
The idea was to reach young people where they already spend time so that the threshold for interaction would be as low as possible. TikTok was therefore selected as the main channel for the Pediatric League. Alongside TikTok, the Pediatric League maintains an Instagram account, which is mainly aimed at parents of young people.
Jumping into the world of TikTok required the pediatricians who appear with their own faces to put in a lot of effort and familiarise themselves with the ever-developing channel. Mellakka therefore provided continuous support for the pediatricians busy doing clinical work: we studied trends, refined contents and provided support in live broadcasts and editing, for example.
The TikTok account of the Pediatric League gained more than 23,000 followers in its first year, and its TikTok videos attracted a total of 8.8 million views entirely organically. Regular live broadcasts on changing topics are followed by up to 5,000 viewers. The figures and the feedback received from young people show that the Pediatric League has claimed its place as a safe and easily approachable team.
Highlights
- The TikTok account of the Pediatric League gained 20,000 followers the first six months.
- Its TikTok videos attracted a total of 8.8 million views entirely organically in the first year.
- Its live broadcasts are followed by up an average of 5,000 viewers.