CLIENT – LOUISIANA HEALTHCARE CONNECTIONS
COVID-19 VACCINE ADVOCACY CAMPAIGN
During the height of the COVID-19 Delta variant’s rapid spread across Louisiana, we partnered with Louisiana Healthcare Connections on an advocacy campaign to drive awareness about the importance and efficacy of the vaccine. Understanding that the market was already flooded with information and existing communications about the vaccine, we wanted to find a way to break through the clutter with a message that would viscerally resonate with the Louisiana population. The engagement results of the campaign exceeded expectations and were especially high when factoring in that a sizable portion of the audience was not as relevant as they were already vaccinated.
For a campaign that was designed to reach a large and diverse audience, it was critical that we deployed messaging across a myriad of platforms. It was also critical for us to monitor performance of campaigns in terms of clicks and view-through to determine when and where adjustments were needed. The end result was a mass saturation campaign that delivered a higher-than-industry standard click-through rate on display and video deliverables while complemented by top-of-funnel messaging in both print and out of home.