Case Study: Vaccine Safety
When: Winter 2022.
Goal: Build confidence in vaccine safety at a time when rumors were rampant.
Approach:
- Identify anxieties and impactful messages for potentially skeptical Instagram users who don’t engage with news.
- Build a 10-second video responsive to lies and concerns.
Method:
- Develop 2 messages about vaccine safety based on third party focus groups and academic research into best practices.
- Target non-news readers in specific states.
- Divide target audience into control and treatment groups.
- Run messages to control and treatment groups.
- Use an Instagram poll sticker to quiz the control group and the users who watched the video.
- Use another poll sticker to ask about vaccine intent.
