Health & Safety

CMS: Medicare and Vaccines

Promote COVID-19 vaccines and boosters, as well as flu shots, to low-income Medicare beneficiaries (adults 65+).

The Goal

Promote COVID-19 vaccines and boosters, as well as flu shots, to low-income Medicare beneficiaries (adults 65+).

The Strategy

Our strategy focused on using relatable and credible voices, including trusted physicians, to address key questions and concerns about the vaccine. We emphasized its efficacy and safety through national, local, and hyper-targeted campaigns. By leveraging cross-device and mobile-first platforms, we capitalized on intent signals to increase media weight and align market density. Weekly optimizations ensured the campaign’s effectiveness and reach.

The results

Our campaign achieved 102.4 million overall impressions across 25 markets. Local print media generated 20.2 million impressions, while mobile campaigns achieved a combined click-through rate (CTR) of 0.83%. On connected TV, we completed 5.7 million video views with a video completion rate (VCR) of 96.7%.

The deliverables

Our team provided comprehensive production services, including digital videos, graphic treatments, and static and rich media assets. We also conducted media planning and buying in target markets, focusing on digital, mobile-first approaches, and print media.