Covid Vaccination
Short Form
Video .Campaign
In 2021, during the global pandemic, I collaborated with NHS, Public Health England aswell as Hertfordshire Health Board on a critical campaign aimed at encouraging young people to get vaccinated. This initiative was pivotal in addressing vaccine hesitancy and misinformation prevalent among this demographic.
Key stats
+28% Clicks
+5m Views
1. Comprehensive Research and Strategy Development
To effectively engage our target audience, I conducted thorough research on social media trends, focusing on TikTok, YouTube, and Spotify. Understanding content preferences and consumption habits on these platforms was instrumental in shaping our campaign strategy.
Medical Consultation: Consulted extensively with medical advisors from the NHS, PHE and Hertfordshire Health Board to inform the campaign strategy and content, ensuring the information conveyed was scientifically accurate and credible.
Platform Selection: We strategically chose TikTok, YouTube, and Spotify due to their extensive reach and influence among young audiences.
Content Strategy: Developed a comprehensive content strategy that included creating informative and compelling videos tailored to resonate with our target audience.
Accessibility Considerations: Subtitled all videos personally to ensure accessibility to a wider range of viewers, including those with hearing impairments.
2. Campaign Planning and Execution
With a robust strategy in place, I executed the campaign with meticulous planning:
Video Production: Produced a series of 5 sponsored videos, optimised for each platform's format and audience behaviour. These videos focused on debunking myths, showcasing vaccination benefits, and encouraging action.
Content Distribution: Uploaded videos on TikTok and YouTube, and created audio clips for Spotify, ensuring content relevance and resonance on each platform.
Promotion Tactics: Implemented targeted ad placements and collaborated with platform algorithms to maximise video views and engagement.
3. Content
3. Impact and Results
The campaign achieved significant results in promoting vaccination awareness among young people:
Total Video Views: Garnered over 5 million views across TikTok, YouTube, and Spotify.
Click-through Rate: Achieved an impressive 28% click-through rate on sponsored videos, directing users to NHS vaccination information pages.
Audience Engagement: Effective use of relevant hashtags and strategic content placements facilitated meaningful conversations about vaccination.
+28% Clicks
+5m Views
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