Propellant Media was engaged by CBG Strategies, LLC to support the Alabama Department of Public Health in increasing COVID-19 vaccination rates among African-American communities statewide. The campaign aimed to address vaccine hesitancy, misinformation, and access barriers by delivering tailored messaging that resonated with different regions and demographics within the state.
Strategy & Execution:
Given the complexity of the campaign, we designed a highly targeted, region-specific approach using multiple digital channels, leveraging community influencers, medical experts, and trusted local voices to increase credibility and engagement.
- Media Planning & Implementation: Developed a comprehensive advertising strategy tailored to four different regions and three major metro areas in Alabama, ensuring localized messaging and precise audience targeting.
- Advisory on Content & Landing Page Development: Provided strategic guidance on ad creative, messaging, and the campaign’s landing page experience to ensure clarity, accessibility, and persuasive calls to action.
- YouTube Video Advertising: Deployed a series of video ads featuring local medical professionals, faith leaders, and community influencers, addressing concerns and encouraging vaccinations through personal storytelling.
- Digital Display & Video Advertising: Utilized programmatic display and video ads to reach key audiences with educational content about vaccine safety, effectiveness, and availability.
- OTT & Connected TV (CTV): Delivered long-form video messaging through streaming platforms like Hulu, Roku, and Amazon Fire TV, ensuring engagement with audiences less active on traditional social media.
- Addressable Geofencing Technology: Implemented highly targeted geofencing campaigns, reaching over 300,000 African-American residents by serving ads to their mobile devices based on home and community locations.
- Localized Messaging by Region: Each metro area and region received a customized combination of advertising, integrating local influencers, trusted medical professionals, and regional celebrities to increase credibility and cultural relevance.
Results & Impact:
This multi-layered, data-driven approach allowed for deep penetration into Alabama’s African-American communities, delivering high engagement and measurable impact on vaccine awareness and adoption.
- 300,000+ Alabama African-American residents targeted with hyper-relevant messaging via addressable geofencing.
- Localized influencer strategy ensured that each metro and region received tailored messaging from trusted community figures.
- Increased engagement across digital platforms, with high interaction rates on YouTube, display, and OTT/CTV placements.
- Community-driven messaging strengthened credibility, addressing vaccine hesitancy through faith leaders, doctors, and local advocates.
By leveraging a regionally customized, multi-channel advertising strategy, Propellant Media helped drive COVID-19 vaccination awareness and education among Alabama’s African-American communities. This campaign underscores the power of localized digital outreach, influencer engagement, and advanced geotargeting in addressing public health challenges.