The NPC Trend

CONTEXT The trend of influencers imitating NPCs consisted of TikTok live streams in which they replicated repetitive behaviors and speeches of non-playable characters from games. These videos featured robotic movements, cyclical phrases, and predefined actions, bringing humor and going beyond the bubble of the audience familiar with the logic of games.



IDEA We took advantage of the trend to educate the public about the benefits of Dulcolax and Enterogermina, two products from the pharmaceutical company Sanofi that promote intestinal health. The characters replicated good and bad situations to illustrate how the products work and how they can improve consumers' quality of life. A poop, in the case of Dulcolax, and a Bacilus Clausii, in the case of Enterogermina, repeated actions that cause intestinal discomfort and actions that show relief and well-being according to the foods and situations presented in the fictional interactions of the "live streams".



Reacting quickly to the trend was crucial to take advantage of its peak in relevance and engagement. By publishing the pieces while it was still on the rise, we were able to attract the attention of our target audience at the right time. This agility allowed our organic campaign to stand out in the Pharma category.



The campaign, by appropriating the NPC trend, not only brought lightness and humor to a difficult and often monotonous topic, but also showed that it is possible to innovate and engage the public with clear and educational messages. We used the power of pop culture to highlight the benefits of Enterogermina and Dulcolax, radically differentiating ourselves from the competition. We demonstrated that, with creativity and timing, we can break down barriers and redefine the way the public perceives and connects with health brands.