Maine DHHS
As the state’s health protection agency, Maine DHHS and CDC save lives and protect people from health threats.
Objective
Create an awareness campaign for the Maine DHHS to encourage COVID-19 vaccinations, using humor to capture the attention of the young adult male audience.
Approach
Using comedian Juston McKinney, create a multi-tactic approach with mass media for maximum reach and digital to deliver both mass and specific targeting to 18-34-year-old males in areas with lower vaccination rates.
Tactics include creating a 30-second TV ad to be aired on all major local stations, radio, broadcast, cable and streaming TV, as well as Facebook, Snapchat, and TikTok as digital video units.
Results
A campaign total of 7,437,603 impressions across television, radio, and digital and social ads.
Television: 1,482,744 traditional TV impressions from 1,871 traditional TV spots scheduled statewide on all major local stations during local news, daytime syndication, sports, specials, and late night.
Radio: 1,662,814 traditional radio impressions from 2,292 traditional radio spots scheduled statewide on 17 radio stations in a variety of formats. Streaming audio statewide on Pandora, SoundCloud, SiriusXM reached 70+% of all subscribers.
Digital Ads: 2,410,922 impressions delivered on geographic and demographic targeted video units that ran on desktop and mobile.
Social Ads: 1,881,123 impressions delivered on Facebook, Snapchat, and TikTok through geographic and demographic targeted image and video units (using :30 TV spot). The social ads reached 155,984 unique people across all three platforms and yielded 154,344 post engagements on Facebook alone.
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TV & RADIO IMPRESSIONS0M
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TOTAL CAMPAIGN IMPRESSIONSProgram Gallery
