COVID Vaccination – California Department of Public Health
As the COVID-19 vaccine became more widely available, research indicated that Asian American youth weren’t highly compelled to get vaccinated. Their youthful sense of invincibility led them to believe that even if they contracted COVID, recovery would be easy. We partnered with the California Department of Public Health to convince them of the importance of vaccines, not just for themselves, but for the protection of the community at large.
We enlisted eight Asian social media influencers with strong followings on Instagram and TikTok to create engaging and informative content, using personal stories to reinforce the importance of vaccination while sparking meaningful conversations.
Select Instagram Live: @asianbossgirls (left), @theoneshu (middle), @justrandomeveryday (right)
To reach audiences in person, we launched a three-month activation at 626 Night Market, California’s premier Asian food festival, setting up vaccination booths at two locations. Influencers live streamed their own vaccinations, engaged with on-site health experts, and encouraged attendees to get vaccinated – all while enjoying the festival atmosphere. Mobile geofencing further targeted those in the vicinity, increasing awareness and participation.
On-site standing banner and free gift with vaccination
On-site vaccination
Mobile display ads
The campaign delivered outstanding results: the influencer posts reached over 606,000 young Asian Americans, generating 468,799 engagements organically. More importantly, over 600 young adults were vaccinated at our events. By leveraging trusted influencers, strategic messaging, and accessible vaccination opportunities, we turned hesitancy into action and drove real impact.
