When the World Health Organization announced that the COVID-19 epidemic was over in 2023, consumers were largely ready to move on. Booster vaccinations hit an all-time low. But COVID is three times deadlier than the flu, so vaccine avoidance has severe consequences.
Special Report: Healthcare Marketing Impact Awards
How Moderna used niche influencers to drive vaccinations despite COVID fatigue
Moderna wins Social Media Campaign of the Year, bronze, suppliers/vendors/pharmaceutical companies, Healthcare Marketing Impact Awards 2024
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Coegi and Open Influence created a campaign built from work with 150 niche influencers, generating more than 500 million impressions amplified by paid social and optimized using attention and emotion metrics.
Credit:
Moderna and Coegi
Into this situation, Moderna launched Spikevax, its branded COVID product. To combat the challenges of COVID fatigue, declining brand engagement and a well-heeled competitor with celebrity-driven campaigns, Moderna turned to Coegi and Open Influence to shift the conversation from reactive protection to proactive, long-term health and prevention.
The campaign aimed to raise awareness and brand engagement, focusing on high-risk individuals, Spanish speakers and seniors to make Spikevax a routine choice. The agencies turned to 150 niche influencers to create a #SpikevaxPartner Community, conveying authenticity with people who echoed the voices of the communities they represent.
The campaign included more than 500 social posts with paid media amplifying the strongest content. The agencies used Adelaide Attention Unit scores to measure and optimize media quality and System 1 analysis to measure emotional response and predict brand impact and sales.
Overall, Coegi said the campaign delivered more than 500 million impressions and helped drive nearly 24% of all U.S. vaccine conversions in 2023 as measured by online media measurement firm Crossix DIFA. Spikevax’s market share jumped nine percentage points to 48%.
