Paediatric 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 Paediatric 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 Paediatric 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 Paediatric League. Alongside TikTok, the Paediatric League maintains an Instagram account, which is mainly aimed at parents of young people.

Jumping into the world of TikTok required the paediatricians 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 paediatricians busy doing clinical work: we studied trends, refined contents and provided support in live broadcasts and editing, for example.

The TikTok account of the Paediatric 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 Paediatric League has claimed its place as a safe and easily approachable team.

Highlights

  1. The TikTok account of the Paediatric League gained 20,000 followers the first six months.
  2. Its TikTok videos attracted a total of 8.8 million views entirely organically in the first year.
  3. Its live broadcasts are followed by up an average of 5,000 viewers.

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