Consumers felt distrust and fear when the government was first distributing the COVID-19 vaccine. Walmart was less established as a wellness destination than its closest competitors.
The assignment was to come up with a big idea in the form of a multi-channel campaign to reassure Americans it was safe to get their COVID-19 vaccine at their neighborhood Walmart. The strategy was to leverage their history of giving community immunizations (flu, pneumonia, and shingles), letting customers know that Walmart pharmacists were ready and capable of safely delivering the vaccine to them, their families, and their community.
The campaign idea chosen to move forward was mine – "Getting Stronger Together Starts Here." I wrote the initial manifesto to help sell the idea internally and to Walmart clients. We then worked closely with the Saatchi team to create and execute the initial launch. I wrote/produced animated videos for the Walmart website and the initial social media launch for FB, IG, Youtube, and Pandora Radio. I also helped develop other 360 campaign ideas and activations, including broadcast TV, OOH, in-store and live events.
CW: Paula Dombrow, AD: Michael Cohen, Agency: Saatchi Wellness
WEBSITE VIDEO
One of three videos that ran on the Walmart website.
Social Media kick-off with Pharmacists
Pandora Radio Produced
WALMART – PANDORA RADIO :30
“Stronger Together”
MUSIC: Optimistic, uplifting
VO: Let's get stronger together.
The COVID-19 vaccines are on the way.
I'm ready, along with thousands of other Walmart pharmacists, to safely administer them for free, with or without insurance.
I’ve been helping my community stay strong for years, delivering flu and pneumonia vaccines, and giving COVID-19 tests through the pandemic.
The more people we help stay healthy, the more resilient we are as a community.
Getting stronger together starts here.
Talk to your Walmart pharmacist today.
Social Activation: CELEBRITY CHALLENGE
Celebrity TikTok Challenge with Patti Labelle
SOCIAL ACTIVATION: CELeB PARENTS
Celebrities bringing parents to Walmart to get the COVID-19 Vaccine.
SOCIAL ACTIVATION: THE “SELFLESS SELFIE”
People post selfies with stickers when they get their Covid Vaccine at Walmart
CRM
IN-STORE
LOCAL OOH
WEBSITE AND IN-STORE AMPLIFCATION: “Stories of Strength”
OUTDOOR AMPLIFICATION: “Stories of Strength”
Projection mapping “Stories of Strength” on stores, and featuring them at local Drive-In Movies.
“THE GRAND REOPENING OF AMERICA” EVENT
Celebrate coming back together “Stronger Together”.