Grindr – MSD

Grindr – MSD

I worked with MSD UK to launch a patient support campaign for people living with HIV. Using Grindr for the first time, MSD wanted to develop an eye catching creative and drive users to the patient site within its MSD Connect platform.

People with HIV may not be on the optimal treatment for their situation or lifestyle – for example, some competitor treatment could cause unexplained weight gain. We wanted the community to understand that there may be changes that can be made to improve quality of life.

We created a cheeky faux Grindr profile aligned with the site's branding. The big idea was “look closer”. A Grindr profile that seems fine at first – a vain user showing off – but then we zoom in and notice a humorous overlooked failing in the background. The concept encourages users to take a closer look at themselves – to make sure everything is as it should be with their health.

I directed a photo shoot and developed the creative approach with a go-live date of Valentine's day. Working with Grindr to develop a creative optimisation strategy to enhance engagement, the website received an amazing 1585 visitors within 24 hours and an average of 1.30 minutes spent on site.