Maine DHHS

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As the state’s health protection agency, Maine DHHS and CDC save lives and protect people from health threats.

Objective

Create an awareness campaign for the Maine DHHS to encourage COVID-19 vaccinations, using humor to capture the attention of the young adult male audience.

Approach

Using comedian Juston McKinney, create a multi-tactic approach with mass media for maximum reach and digital to deliver both mass and specific targeting to 18-34-year-old males in areas with lower vaccination rates.

Tactics include creating a 30-second TV ad to be aired on all major local stations, radio, broadcast, cable and streaming TV, as well as Facebook, Snapchat, and TikTok as digital video units.

Results

A campaign total of 7,437,603 impressions across television, radio, and digital and social ads.

Television: 1,482,744 traditional TV impressions from 1871 traditional TV spots scheduled statewide on all major local stations during local news, daytime syndication, sports, specials, and late night.

Radio: 1,662,814 traditional radio impressions from 2292 traditional radio spots scheduled statewide on 17 radio stations in a variety of formats. Streaming audio statewide on Pandora, SoundCloud, SiriusXM reached 70+% of all subscribers.

Digital Ads: 2,410,922 impressions delivered on geographic and demographic targeted video units that ran on desktop and mobile.

Social Ads: 1,881,123 impressions delivered on Facebook, Snapchat, and TikTok through geographic and demographic targeted image and video units (using :30 TV spot). The social ads reached 155,984 unique people across all three platforms and yielded 154,344 post engagements on Facebook alone.

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TV & RADIO IMPRESSIONS

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DIGITAL IMPRESSIONS

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TOTAL CAMPAIGN IMPRESSIONS

Program Gallery