Amavita launches first Metaverse pharmacy in Switzerland

Amavita opens a virtual advice center for youth issues in the Metaverse. According to the company, they reached more than 1.3 million people via Instagram, Twitch and Tiktok by collaborating with seven influencers. The largest Swiss pharmacy network commissioned the influencer marketing agency Webstages to implement the campaign.

With this approach, Amavita wants to reduce the inhibitions of young people when visiting pharmacies and make the first contact a positive one. 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 raise awareness of the Vitaverse within the target group, Amavita worked with seven Swiss influencers from the comedy and gaming & streaming sectors. They introduced their communities to Ama Island on Fortnite and all its features in stories, livestreams and videos.

Sensitive topic

"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 held 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.

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.

Posts with a link to Amavita

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 to draw attention to the Amavita Playsafe website and the Fortnite island.

According to Webstages, the campaign achieved more than half a million views on Instagram, Twitch and Tiktok with the influencer posts alone - in a second step, the additional ads on Tiktok and Instagram were added with a reach of more than 800,000 people.

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.

Responsible at Webstages: Leila Schmid (overall responsibility), Tanja Herrmann (strategy). Vresponsible at Galenicare Management AG: Nada Lahlou (Head of Content Marketing), Luca Keller (Multimedia Producer), Anja Plonka (Content Specialist). Responsible at Bandara: Daniel Germli (Co-Founder).