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.
Beyond the social media strategy, we focused on an integrated media approach that included earned media from outlets such as HuffPost, which wrote an article about the new national celebration.
You need to come prepared if you want to have an impact at SXSW and we brought our full set of strategies to bear. A strong unified message, properly focused, has the ability to break through the noise and reach people’s ears. On-the-ground teams, influencers, organic and paid posts were coordinated with consistent messaging across each major network.