Coegi and Open Influence created a campaign built from work with 150 niche influencers, generating more than 500 million impressions amplified by paid social and optimized using attention and emotion metrics. (Moderna and Coegi)
When the World Health Organization announced that the COVID-19 epidemic was over in 2023, consumers were largely ready to move on. Booster vaccinations hit an all-time low. But COVID is three times deadlier than the flu, so vaccine avoidance has severe consequences.
Into this situation, Moderna launched Spikevax, its branded COVID product. To combat the challenges of COVID fatigue, declining brand engagement and a well-heeled competitor with celebrity-driven campaigns, Moderna turned to Coegi and Open Influence to shift the conversation from reactive protection to proactive, long-term health and prevention.
The campaign aimed to raise awareness and brand engagement, focusing on high-risk individuals, Spanish speakers and seniors to make Spikevax a routine choice. The agencies turned to 150 niche influencers to create a #SpikevaxPartner Community, conveying authenticity with people who echoed the voices of the communities they represent.
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