2022 Fluzone HD Navigator Ad Campaign (Sanofi, Havas, and InStep Health)
In recent years, consumers have overwhelmingly preferred to receive flu vaccinations in a pharmacy. In fact, pharmacies accounted for 50% more shots than medical offices during the 2022-2023 flu season.
Sanofi was interested in media activations that could help seniors locate a store where Fluzone HD was offered. The brand felt that informing consumers of nearby Fluzone HD-stocked pharmacies could improve their likelihood of vaccinating with the brand and expand market share in regions that have been historically favorable to competitive vaccine products.
InStep Health’s Digital Navigator banner ads were an integral solution. An interactive utility in the banner encouraged viewers to visit local pharmacies—specifically those likely to stock Fluzone HD. They targeted consumers 65 years and older, who had received a competing flu shot within the past three years.
The campaign ran during flu season in more than 450 zip codes spanning 15 states. The geographic regions were chosen based on their density of medical claims for at least one variety of differentiated flu shots in the prior three years. InStep Health Navigator Ads delivered a streamlined consumer experience that condensed the number of steps to locate key information. As a result, ad engagement was 20% higher than a standard HTML banner.
Fluzone HD’s campaign delivered 12.9MM impressions over seven weeks. In addition, campaign results gave Sanofi directional insights into how market share for Fluzone HD was affected in targeted zip codes, along with details on ad deliveries and engagement within each market to inform future campaigns.
