Oldfluencers save lives on TikTok.

During the pandemic, the Quebec Government initially reinforced public health measures regularly. As time passed and young adults became disengaged, we introduced a creative TikTok campaign with playful seniors to rejuvenate the message.

Case Study

These TikTok "oldfluencers" represent the fun side of why young people should continue their efforts. Working under the name "Reste pépé" (Never Get Old), we produced over 20 TikTok videos using the platform's style to emphasize health measures. This content reached over 800,000 Gen Zs, reinforcing the importance of our collective protection efforts.

In less than a week and without media investment,
the Reste Pépé account saw over 2.7 million views,
67,000 new followers, 27,000 shares, and 690,000 likes.