Got Booster? (Pfizer and VMLY&R Health)
By the end of 2022, only 15% of Americans had received an updated bivalent booster shot and social COVID conversations were down over 40%. Pfizer was committed to helping protect the country and worked with VMLY&R Health to drive boosters based on increased cultural and social engagement.
After analyzing effective celebrity campaigns, they realized that leveraging the iconic “Got Milk?” campaign would be a powerful way to disrupt the highly emotional rhetoric. The same way “Got Milk?” raised the profile of an ordinary beverage with celebrities to make milk famous, their “Got Booster?” campaign shook people out of their COVID-fatigue to make updated COVID protection just as famous as the original vaccines. Celebrities who participated included Martha Stewart, Charlie Puth, and John Legend. The engagement led to strong results with over 393K clicks to vaccines.gov, and 4 out of 10 people in a vaccine tracking study reported they got a booster because of the ad.
