Novavax

Challenge: Novavax engaged The Motherhood during a time when vaccine hesitancy was at an all-time high to execute a strategic social media influencer campaign and share compliant content about the Novavax vaccine to encourage audiences to visit the website to learn more.

Solution: Working closely with Novavax’s marketing, legal and compliance teams, The Motherhood researched and engaged 18 total influencers (4 top-tier, 6 mid-tier, 8 micro-tier). Extensive vetting from the previous 24 months via social media and Google searches were performed, as well as criminal background checks and searches for any exclusion or debarment from U.S. health programs for those who worked in healthcare, to ensure everyone was compliant with the parameters set in place by the Novavax team. We also worked closely with the pharmaceutical compliance team, to set up specific perimeters for content, engagement and response protocols. The team shared video, story and feed post content on Facebook and Instagram, talking about their personal choices to be vaccinated and boosted against COVID-19, and that Novavax was an option to consider.

Results: The team published 48 pieces of unique, approved content, generating more than 1.6 million impressions, over 92,000 in reach, 330 trackable link clicks, and 40,000 reel views. The campaign also outperformed comparable vaccine-related campaigns across several key performance measures – including CTR, CPC and engagement.