This year, the advertising agency is conducting a large-scale educational campaign to persuade reluctant Americans to get the COVID-19 vaccine. The more successful the campaign is, the less time it will take to use the “It’s up to you” message. But the campaign partners are ready for the long term. Apple, another partner, warns Americans through the App Store, Apple Music, and elsewhere.
As the number of Americans fully vaccinated against COVID-19 approaches 10%, much more is expected, especially those outside the priority groups identified during the implementation phase – statistics that vary from state to state.
But as access to vaccines grows around the world, the plant enters the hesitation and promotion phase. It may be that Idaho, Israel, one of the first vaccine leaders, is already there, which has increased the purchase of more weapons.
Take the challenge with smart messaging
The messages of the educational campaign are broadcast on traditional and digital channels, also on social networks. The stakes have never been higher to reach the right target audience at the right time. It requires intelligence and the information is divided into two main areas: market research and campaign data.
For the study, the Ad Council collaborated with Ipsos Public Affairs and found that 40% of the US public did not make the final decision to administer in February when vaccination was available.
Michelle Hillman, director of the Campaign Development Advisory Committee, explains: “Although many Americans have already started the vaccination process, we realize that today there is a lack of confidence and reliable controls for fear of being harmed.
“The data [from the study] illustrates the need for a joint effort to reach communities of color disproportionately affected by COVID-19 and where the government and the United States are very suspicious.” great hesitation regarding vaccines.
According to Hillman, blacks and Hispanics among the undecided population are less sure about the information needed to get the vaccine. This makes campaign performance critical to reaching Americans who are unsure of the information they’re looking for.
Use data to predict and optimize performance
The technology does not use third-party cookies and is context-based, making the campaign an important case study for the ‘cookie-free future’.
“When we learned that 40% of Americans had not yet reached a decision, we knew that artificial intelligence could help spread the educational message,” said Randi Stipes, head of Watson Advertising and Weather. Marketing Developer at IBM.
Stipes added that with a campaign of this magnitude, it is not the time to redesign all the creative elements.
The data used by the Advertising Accelerator also includes another campaign that the Ad Council helped to implement. Last summer, the two teamed up to release “Love Has No Labels”.
At the height of protests against racial injustice [in the summer of 2020], the Ad Council successfully used the Accelerator to educate and raise awareness about the “Love Has No Labels” campaign, which includes more than 81 variants. Explain Stipes.
According to Stipes, the accelerator increased 113% from start to finish, while the number of conversations or actions in the campaign increased by 69%.
“It’s a big tent,” the campaign’s many members and partners. “But if we all come together and harness the power of technology, we have the potential to save hundreds of thousands of lives.”
Access to “means of transport”
In the Ad Council investigation, there are four concerns: vaccine safety, the speed at which vaccines are developed, distrust of the US government, and conspiracy theories.
“Everyone in the audience has unanswered questions and everyone wants an answer,” “Whether people can be vaccinated in five days or five months, we know that most Americans who are hesitant about vaccination now want to answer their questions.”
We spoke with, founder, and CEO of DeepIntent and former IT scientist at Memorial Sloane-Kettering Cancer Center, to get a feel for his experience in pharmaceutical marketing. (Consider this effort and DHHS).
Paquette admits to the advertising committee that she has joined a large group of about 400 partners, including technology providers such as Adobe, Salesforce, LinkedIn, Twitter, and Twitch.
Vaccination, he says, is the main goal of the effort to get rid of the carcasses everyone calls “moving vehicles.”
“The strategy is similar to other types of marketing,” People on the fringes are influenced by the empathy the campaign can use to connect with individuals. To have a truly empathetic marketer, you have to know what he’s doing. And the only way to do this on a large scale is to reach individual populations with the tools to do that.
He also disagrees with those who say the campaign is speeding up because no action has been taken yet. At the end of the day, it is the “last kilometer” that turns. A personal and local approach will play an important role in the mobilization effort.