'TAKE YOUR SHOT' WITH QUARTERBACK JOE MONTANA
PROJECT:
Product Launch
Client:
Pfizer
Skills:
Digital-First PR, Influencer Marketing, Social Media Marketing, Content Marketing.
THE SITUATION
While vaccines have proven effective, there are still barriers that pose challenges to universal acceptance. These include demographic, socioeconomic, religious, and cultural factors influencing public perception and contributing to widespread stigma.
The ‘Take Your Shot’ campaign is a social-first movement designed to increase awareness of Prevnar20, Pfizer’s pneumococcal pneumonia vaccine. This campaign partnered with Hall of Fame quarterback Joe Montana, who helped it reach over 2 million people through multiple media channels.
THE SOLUTION
Our multifaceted approach involved embracing Joe Montana’s trusted voice to create positive associations with vaccination.
I. Creating Positive Association with Celebrity Endorsement:
The campaign capitalized on Montana’s status as a household name, particularly among the target demographic. By highlighting Montana’s risk for pneumonia, the campaign created a relatable narrative for seniors.
The “Take Your Shot” campaign featured Montana in lighthearted scenarios, including competitive gardening and learning new languages. These scenarios cleverly tied into encouraging viewers to “Take Your Shot” at preventing pneumococcal pneumonia through vaccination.
II. Enhancing Audience Reach and Engagement with Personalization:
We implemented a strategy using multiple channels to reach and engage our audience.
- Social media platforms like Meta and Instagram featured engaging video content, including snippets from Montana’s “Take Your Shot” video.
- Traditional media outlets such as TV and radio were utilized to complement our digital efforts and engage diverse audiences.
- The campaign used a personalized approach to connect with the target audience, emphasizing the importance of proactive vaccination to our health and well-being.
THE IMPACT
KEY TAKEWAYS
Choosing relevant celebrity endorsements can significantly boost message credibility and reach, especially when the celebrity is relatable to the target audience.
Lighthearted, relatable content can make serious health topics more approachable and memorable.
Combining traditional and digital media channels can promote widespread audience coverage, especially when targeting older populations.
Tailoring your message to address specific demographic concerns can increase its effectiveness and relatability.
