COVID-19 Vaccine Awareness Campaign Yields High Engagement

CLIENT

Guilford County Division of Public Health

OUR EXPERTISE

Video Production

Media Planning & Buying

Marketing Campaign Development

GOAL/OBJECTIVES

Drive awareness of COVID-19 vaccine safety for public health through a multi-channel campaign.

6,000

Clicks

RESULTS

Driving Engagement and Education to Improve Public Health in Schools

The multi-channel campaign used a combination of targeted digital, video, and out-of-home advertising to get in front of families to reduce health risks in the school system. With hundreds of thousands of impressions, and close to six thousand ad clicks, the awareness campaign exceeded goals.

756,421

Impressions

From static display ads

5,893

Clicks

On ads to learn more or schedule

456,454

Impressions

Of ads from video tactics

Guilford County Case Study Digital Tactics Image5

The Guilford County Division of Public Health has the mission to protect, promote, and enhance the health and well-being of all people and the environment in Guilford County, NC to promote the vision of “Healthy people living in a healthy community.” In the years following the COVID-19 pandemic, they needed to keep parents and students aware of the importance of the vaccine to prioritize safety in and out of school.

THE CHALLENGE

Following the COVID-19 pandemic, the Guilford County Division of Public Health needed to ensure that families knew the importance of getting students vaccinated to support public health across the community.

The Guilford County team learned about Stratagon’s history of working with local businesses and non-profits, so they engaged with us to build the strategy and implementation of a 3-month campaign that would reach the right audiences. Their focus was specifically on students in schools where exposure was more common as they returned to school, and they wanted to influence parents across the county.

STRATEGIC ACTIONS

Driving Specific Engagement through a Multi-Channel Approach

Because the audience had varying levels of web accessibility, we developed a strategy that would cast a wide net while still using specific targeting based on the channel. Channels included billboards in prominent local areas, flyers in school folders, video ads (CTV and Hulu), digital display ads (Meta and Programmatic), and organic social content to drive the message home. Tactics including geotargeting, relatable imagery, and approachable wording drew in audiences to take action. The “Keep Kids Healthy In and Out of School” messaging in English and Spanish helped bring clarity to parents, and the ads provided simple ways to schedule a free vaccine appointment.

01

Research

Discovered more about specific audiences and the local area to determine channels and tactics
02

Develop

Devised a strategy for visuals and messaging to align with the vision to meet campaign goals
03

Create

Expanded on ideas to bring the campaign to life, from ads to video scripts and filming
04

Launch

Placed ads through channels to reach audiences in multiple ways and encourage parents to take action

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