When the COVID-19 pandemic hit in March of 2020 it fundamentally altered the course of American history. From the fear and uncertainty of the initial lockdowns to the lasting changes in how we’ll all work in the future, it changed all of us.
As a nation we held our breath and waited for a vaccine.
Once the vaccines became available to the public at large, the Biden administration tasked all the participating marketing agencies to come up with an overarching campaign. In this open competition and after rounds of consumer testing the Reingold idea prevailed.
The campaign expressed the spirit of communal effort to get the pandemic under control. As the agency tasked with doing the digital work, Reingold jumped out of the gate with ads letting people know the vaccines were now available. We also engaged with major social media platforms like Facebook and got over 9 million people to change their profile picture to a WE CAN DO THIS message.
As the campaign evolved, we did ads about the vaccine’s safety as well as combatting disinformation. We developed messages emphasizing on hard-to-reach audiences like the African American community and rural populations.
We kept chasing new audiences based on strategic insights, from dating sites to gamer networks in new innovative media buys that got serious attention.
And at every stage of the pandemic, we kept bringing the most relevant messages to the public. When boosters were needed, we got the message out to crucial audiences like the elderly and immune compromised people.
With over 77% of Americans vaccinated as of May, 1st 2022, we began to see the light at the end of COVID’s long, dark tunnel. Additionally, we had created a new playbook of how to respond to a national crisis with marketing that made a positive difference in American lives.
