Agency of Record Case Study

About #VAXBUTTE

In June 2021, the county of Silver Bow Montana was 20 percentage points below the national Covid-19 vaccination rate. As their marketing partner, they requested marketing solutions and strategies to increase their overall rate.

Goals:

Educate and increase awareness of the benefits of getting the COVID-19 vaccination.
Promote a 15-week, vaccination incentive sweepstakes.

Campaign Challenges

Large anti-vaxxer population
Vaccination advertising limitations
Conservative state leadership and minimal Covid-19 restrictions
Emotionally challenged at a national level
Limited access to healthcare
Vaccination Misinformation

The Campaigns

Campaign Dates: June 24 - October 15, 2021

Budget: $300,000

With below national average vaccination numbers, my team created the #VAXBUTTE campaign. The media plan focused on education, stopping the spread of Covid-19 and encouraged getting vaccinated.

We performed market and audience analysis, developed creative and messaging that spoke to the unique local communities and deployed multiple tactics across print, targeted digital, email, social media, OTT, programmic audio, TV, radio, native content and out-of-home.

Results

With in the first 12 weeks, we were able to increase vaccination rates by 8% (National vaccination adaption for the same 12 weeks was 6%).

By October 15, 2022, Silver Bow vaccination rates were at 63%, an 11% increase and within national averages.

ROI: $91.69/CPV (Cost Per Fully Vaccinated Person). Great return on marketing investment with the average hospital care cost of a Covid-19 patient being $15,000 - $25,0000.

Media Mix

As with many of the other states running vaccination sweepstakes and incentive programs, Butte discovered money doesn't encourage social behavior change.

My team developed appealing, heart-string tugging creative and messaging, with focus on community influencer delivery ( which indexed high in the county as a more trusted source for Covid-19 information).