National vaccine confidence campaign

The challenge

A UK national industry body needed to shift sentiment on vaccines across two distinct audiences in a charged public debate: a general public audience navigating misinformation and hesitancy, and a stakeholder audience of healthcare professionals and decision-makers. The work had to operate at national scale, protect an institutional brand under scrutiny, and deliver measurable shift on a defined budget.

The audiences

Five segments, planned in parallel.

• ·UK general public, with location upweighting across high-priority regions
• ·Communities identified for targeted engagement: Orthodox Jewish, Black African and Caribbean, South Asian and Muslim, and Polish audiences
• ·Healthcare stakeholders and professional decision-makers across the devolved nations

The approach

Behavioural targeting calibrated per audience, with continuous iteration phase by phase. Creative format matched to audience disposition: video and conversational content for the broad public, carousels and polls for the stakeholder audience, nation-specific creative for the devolved nations. Continuous monitoring drove down cost and lifted engagement across four campaign phases.

The channels

Twitter and LinkedIn primary, with iteration on creative and audience between phases.

The results

The halo effect

Owned channel lift during the campaign period:

• ·15x increase in tweet likes
• ·12.36x increase in tweet impressions
• ·8.74x increase in Twitter profile visits
• ·63.5% increase in new Twitter followers
• ·134% increase in new LinkedIn followers
• ·86% increase in LinkedIn profile visits from healthcare professionals