The American Hospital Association (AHA) is the voice of the nation’s hospitals, health care networks and providers. AHA hired Social Driver in 2020 to broaden its digital reach, and the reach of its members, by targeting audiences through social creative that encouraged mask-wearing and COVID-19 and flu vaccinations. Through this work, Social Driver proposed a paid campaign to further expand that reach during the 2021 back-to-school season.
Social Driver created an interactive digital journey, leveraging the Facebook Instant Experience ad structure, to educate families and normalize vaccination. Nearly 2.1 million people saw the Instant Experience, and almost 430,000 engaged with the campaign, with a cost per click much lower than the industry average. The initiative also cemented AHA’s reputation as a trustworthy public health leader.
Our team designed the campaign as a “pattern interrupt” to catch viewers’ attention and draw them into an interactive journey. Audiences could swipe, click and tilt their phones inside the Instant Experience, making the campaign feel less like an ad and more like an adventure.
The campaign spoke directly to vaccine hesitancy by addressing common questions and concerns and guiding viewers to credible resources from AHA and the CDC. The ads appealed to parents who wanted to give their kids a regular childhood, normalizing vaccines as the safe way to enjoy activities like sports, concerts, and hanging out with friends. Through this creative format, AHA spoke to people with a wide range of perceptions about the vaccine–and gave families the resources they needed to feel safe going back to school.
We wanted to take the interactive experience a step further, so we developed two distinct Instant Experiences that offered a “choose your own adventure” environment. As viewers answered a series of engaging questions, they journeyed through a segmented user flow based on their responses.
Communicating important healthcare information to families shouldn’t feel overly clinical. In the Instant Experience slides, an autumnal color palette and retro design elements create a fresh look and feel, while keeping the urgency of the message at center stage. Our team partners with AHA to create designs that complement their existing brand while pushing into new creative directions.