Using TikTok to Drive Public Health Action
How emotional response testing identified the most persuasive vaccination messages
In this case study, Arkansas Children's Hospital partnered with its creative agency, White Rhino, to answer a critical public-health question: which types of TikTok videos are most emotionally effective at motivating vaccination? Rather than relying on self-reported opinions, the study measured subconscious emotional reactions to short-form video—revealing how different emotional triggers influence persuasion, intent, and shareability.
Instead of asking viewers what they felt, the research measured what they actually experienced emotionally—moment by moment—to understand which emotional experiences in social video most effectively motivate vaccination.
Primary Takeaway: Emotionally uplifting stories are more likely to be shared organically, but content that triggers anxiety and arousal is more persuasive when the goal is behavior change.
What This Case Study Covers
Creative Development for Public Health
Which emotional experiences in social video most effectively motivate vaccination? The study evaluated user-generated TikTok content depicting real hospital and COVID experiences.
Emotion-Driven Creative Testing
Instead of asking viewers what they felt, the research measured what they actually experienced emotionally—moment by moment.
Persuasion vs. Shareability Trade-Off
The analysis separated content that spreads widely from content that drives intent and action.
Our Approach
Webcam-Based Behavioral Measurement
Participants viewed TikTok videos while Monet captured facial expressions, attention, and arousal levels to map emotional states against vaccination intent:
What We Pinpointed
Facial expressions tied to 7 basic emotions
Attention and arousal levels tracked
Subconscious emotional intensity measured
Based on the circumplex model of emotion
Creative Comparisons
7 TikTok videos tested monadically
210 unvaccinated adults participated
Focused on Arkansas and other low-vaccination states
Mapped positive/negative emotion against arousal
Key Insight
An uplifting story travels further—but anxiety motivates action.
What Improved Performance
Uplifting, human stories triggered joy and emotional warmth
These stories were more likely to be shared organically
Anxiety-inducing hospital moments (alarm sounds, "flatline" visuals) increased stress and arousal
Anxiety-driven content drove higher lift in vaccination consideration
Segment Learnings
Two clear creative pathways emerged: uplifting stories for shareability and earned media, versus anxiety-inducing content for paid media focused on persuasion and behavior change.
Results Snapshot
Videos Tested
Participants
Emotions Tracked
Creative Pathways
What This Enables for Brands
Make creative decisions with confidence:
Choose shareability when awareness matters
Choose emotional intensity when behavior change is required
Use emotion data to guide creative decisions—not intuition
Optimize paid vs owned media with purpose-built storytelling
Want to know which scenes are helping—or hurting—your ad performance?
Let's test your creative early and optimize it for the KPIs that matter. Download the full case study now.