The Challenge
Memphis is a culturally rich city, home to a large population of minorities – groups that have been especially wary of the COVID-19 vaccine. With skepticism on the rise, our task was to develop a motivating grassroots campaign that would stand out, educate and encourage Memphis-area African American, Hispanic and Caucasian residents to get their shots.
Deliverables
- Minority Outreach Strategy
- Market Analysis
- Influencer Campaign
- Communications Toolkit
- Campaign Concept
- Content Development
- Targeted Media Plan
- Visual Identity
- Content Curation
- Production
“We continue to hear great feedback on our Vaccine Campaign, and our executives have said that ours is by far the best in the market. Have you considered entering it in any award shows?”– Julie Ashby, Director of Marketing
The Ignition Process
Discovery
The data on public opinion surrounding the COVID-19 vaccine indicated a reluctance among African-Americans and LatinX populations to get vaccinated. While misguided, the primary concern was that the vaccinations seemed rushed to market. Research also revealed that to encourage adoption, medical providers and trusted members of the local community would need to deliver a motivating response to “what’s in it for me?”
INSIGHTS & Strategy
Knowing that an altruistic message would be ineffective, our strategy to encourage vaccinations was to highlight the many life benefits. FredSwan identified a local Memphis agency, Think Inspired, to help develop an outreach effort, engaging with minority organizations and influencers to encourage adoption.
Creative
EXPRESSION
Armed with facts and backed by data, we created a campaign that answered questions, quelled concerns and demystified rumors. The key idea? We are social beings and because of quarantine, we all have something and/or someone we miss. The vaccine is how we get to live again. All executions tied back to a landing page with everything consumers needed to know about the vaccine.
Metrics &
Refinement
Within the first month of the campaign, we generated over 10 million impressions and increased landing page traffic by 1200% – achieving the goal of increasing education and awareness of the importance of getting the vaccine.
