Spike Sessions: a social-first content series that got the Internet talking about glucose and Lingo.
Spike Sessions
RQ helped launch Lingo— the science-backed CGM system designed to power healthy habit change— with a star-studded, creative content franchise: Spike Sessions.
Partnering with the greatest female athlete of all time, Serena Williams we created an approachable, entertaining branded content series that resonated with social-media savvy audiences and broke the mold for traditional healthcare marketing.
Our Approach
Every person’s body (and glucose) is unique, so we teamed up with married couple Serena Williams and Alexis Ohanian to showcase this fact.
Instead of making a series of ads, we embraced the idea of compelling content as a mechanism to educate and engage. ‘Spike Sessions’ is a content series featuring the couple sharing meaningful meals throughout their relationship, including their first date, their favorite weekend breakfast, and family dinner.
Studio RQ
Marketing for Lingo to a mass audience presents a dual challenge: you need to explain what glucose is and why it matters, and what Lingo is and why it will benefit the consumer. Our team scripted, filmed, and produced the video series while seamlessly integrating Lingo’s real-time data into the content. By showing rather than telling, we were able to educate consumers about glucose while avoiding clinical overtones.
Social Reach
The campaign was a big success across social media. Our overall campaign surpassed industry benchmarks, reaching 184% above the average views for a similar branded content campaign. Our average Spike Session content views from Serena Williams IG channel overperformed Serena’s average sponsored Instagram reels by 509%; On Lingo’s channel the content outperformed our average engagements by 229%.