ROLE:

Brand Strategist 

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AGENCY:

GSD&M 

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PROBLEM:

Walgreens had partnered with the UN Foundation to fight preventable diseases in the developing world by donating life-saving vaccines to children in need for every flu shot administered at Walgreens.

 

While consumers felt positively about the program, it was not driving significant flu shot volume. 

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INSIGHT:

While consumers were aware of the program, they were unclear who or how it was helping, and they felt personally disconnected from the lives it was impacting. 

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STRATEGY:

1. Shift the focus from "Walgreens donates..." to "you give..." a life-saving vaccine to a child in need. 

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2. Focus less on communicating statistical facts & figures, and more on the lives of the children you help. 

 

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SOLUTION:

We created the "Get a Shot. Give a Shot" program, and filmed a series of digital videos and television spots focused on the lives of the children you save when you get your flu shot a Walgreens.  

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RESULTS:

• Flu shots administered during campaign period were 118% to goal

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• The program drew an incredible amount of interest from our audience resulting in a 43% increase in traffic to the Walgreens Immunizations landing page over the previous year

   

• We started a social conversation with engagement rates 4x the Walgreens average with online sharing and media coverage leading to a 400% increase in earned consumer impressions

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• The campaign was so successful that it raised considerations for all other immunizations over 14 points.