First Metaverse pharmacy in Switzerland

The pharmacy chain Amavita is revolutionising the area of health for young people with the opening of the first virtual advice centre for youth issues in the Metaverse. They reached more than 1.3 million people via Instagram, Twitch and TikTok by collaborating with seven influencers.

Amavita wants to bring young people into the Metaverse for advice with the help of Creators. With this innovative approach, the pharmacy chain wants to reduce the inhibitions of young people when visiting pharmacies and make the first contact a positive one.

Vitaverse in Fortnite

By integrating the Vitaverse into the popular video game Fortnite, young people can now access anonymous advice on topics such as personal hygiene, love and sexuality from the comfort of their own home - free from shame and prejudice. To publicise the Vitaverse within the target group, Amavita worked with seven Swiss influencers from the comedy and gaming & streaming sectors. They presented Ama Island on Fortnite and all its features to their communities in stories, livestreams and videos.

"In addition to the smart customer journey, the top priority for this cross-platform campaign was to find the right tone of voice for such a sensitive topic. To ensure this, we organised small brainstorming sessions with each individual influencer and Amavita, with the influencers taking the creative lead. This allowed both sides to openly exchange ideas, which is the best basis for credible content," explains Tanja Herrmann, Managing Director of WebStages.

Well-known names are included

The well-known streamer @corinabrx from Eastern Switzerland and the Basel comedian @timitime_ decided to show their community the Vitaverse directly in a livestream on Twitch and explore the Fortnite island together. They complemented this with a matching reel, which was published on Instagram. The comedy sketches by TikTok stars such as @therealscherz (16.3 million views), @hoi.manuel (31.4 million views) and @thatbeniii (63.8 million views) all showed funny interpretations of conversations between a teenager and their parents or girlfriend on the topic of sexual health and education. The Instagram post by comedian @leonardkhalifa shows the preparation of a Fortnite mission, which takes a slightly different direction and ultimately ends in the Vitaverse. Last but not least, Joel from @widrluege had two followers compete against each other in a challenge and published a TikTok and reel on Instagram.

In a second step, all of the influencers' posts were promoted. In addition, the promotion of the posts enabled a direct link to the Amavita landing page.

In addition to the influencer ads, campaign-specific ads were also placed, which drew attention to the Amavita Playsafe website and the Fortnite island. "The cost per click of the influencer posts was 46% lower than that of the classic ads, even though the posts are 60 seconds long on average. This is due to the positive reactions from the target group and shows that addressing young people through influencers who have experienced similar things had a greater impact than through the brand," explains Leila Schmid, Campaign Manager at WebStages.

The campaign was a great success and achieved an impressive reach of over half a million views on Instagram, Twitch and TikTok with the influencer posts alone - plus the additional ads on TikTok and Instagram in a second step with a reach of over 800,000 people. The collaboration between Amavita and the creators, managed by WebStages, succeeded in communicating the sensitive topic of "sexual hygiene and health" to the target group in a relaxed and understandable way.

In addition to a chat function with the Ask_Ama avatar, the Vitaverse also offers other interactive functions. Young people have the opportunity to play for a solution word on Amavita Island, which can be redeemed in eleven selected pharmacies throughout Switzerland. As a reward, the young people receive a surprise package with products for body development in the teenage years.

Source: MM