FREDDIE

  • About the Client

    Adamant that everyone deserves health and dignity, Freddie has revolutionized healthcare by delivering PrEP directly to patient homes.

    Part of the PurposeMed umbrella, Freddie provides healthcare for members of the LGBTQ2S+ community– a community that has traditionally been overlooked, stigmatized and marginalized. Their team of clinicians provide affirming and evidence-driven care, without judgement.

  • What We Did

    We developed a content strategy rooted in authenticity, community connection, and education.

    This included creating UGC-style content featuring Freddie’s own team members, which resonated strongly with audiences and consistently drove top-performing engagement.

    We honed an "edutainment" approach, blending essential information with education, respect, and moments of humour to make healthcare topics accessible and relatable.

    As Freddie expanded into the U.S., we supported the launch strategy for this new market, tailoring messaging to the area while maintaining a consistent brand voice.

    Throughout, we prioritized capturing the voice of Freddie’s audience authentically using data-driven insights to refine content and ensure it continued to meet the needs of a growing, highly engaged community.

  • The Goal

    Freddie set out to do more than build awareness — they aimed to create a space where LGBTQ2S+ individuals could feel truly seen, heard, and supported through social media.

    Our initial focus was to bring Freddie’s distinct voice to organic channels and foster a community rooted in trust and belonging.

    As the partnership grew, we expanded our efforts to support Freddie’s U.S. launch, helping them build momentum and connection market by market.

RESULTS

  • Over 9M organic impressions

    on Meta platforms  September 2023

  • Over 1M organic video views

    on Meta platforms since  September 2023

  • 1,068.5% audience growth

    across platforms since the September 2023

  • Strong performance metrics

    and positive community feedback, with many users expressing how well Freddie understands and represents the queer community

  • Over 93K organic engagements

    on Meta platforms since  September 2023

  • Supported U.S. launches

    state-by-state, ensuring a cohesive and impactful rollout

  • Platforms managed

    Instagram, Facebook, TikTok + YouTube